Convenience store marketing and advertising
From ultrafast delivery to EV-ready convenience, retailers are reimagining the customer experience through digital innovation, fresh offerings, and smarter data strategies.
Unlocking growth through data-driven personalization
The common thread for survival in this new omni-channel world: data and platforms that enable personalization and a seamless shopper experience. A consistent personalized experience drives customer engagement, boosts loyalty and ultimately grows topline growth and market share.
This starts with compiling solid customer data but there is work ahead to close the first-party data gap: A typical grocery or convenience chain is only able to collect volunteered PII (phone, email name, ZIP or address) for 51% its customers. On average, 33% join its loyalty program and 29% download its app (source: 2022 Acxiom MADTech Study). Club and some major national supermarket groups do far better while convenience and value chains often lag.
Though Gen Z and Millennials (most of whom are digital and social media natives) are more open to trade PII for a more relevant experience, retailers need to recognize and engage all customers, not only those joining loyalty programs. Talk to Acxiom about recognizing and enriching millions of shoppers through a modernized customer data capture program.
Capitalize on changing nourishment needs
Working from home, or at least a hybrid work is here to stay. Convenience is not just about on-the-go consumption but also ready-to-heat, ready-to-eat, ready-to-cook meals prepared in-store or in ghost kitchens for delivery. In this inflationary and increasingly health-conscious environment, fresh food and meals are one of the few categories where many consumers are still willing to pay a premium because it remains a better value compared to eating out, while for many other categories value-conscious shoppers are migrating to private label brands. Talk to Acxiom on how to connect with these shoppers at scale.
Fulfill growing omni-channel demand
Grocers and convenience stores aim to turn their frequent customer interaction into a seamless omni-channel experience across a growing ecosystem in order to grow their share of wallet. Although the transition to digital received a boost from the pandemic, close to 8 in 10 grocery orders are still made through traditional in-store trips so physical stores are far from vestiges of a bygone era. Conversely, stores are increasingly converted into fulfillment centers for pickup or delivery and non-store fulfillment centers are added to build reach cost-effectively.
Grocers need to continue to stimulate e-commerce demand after a pandemic peak, especially beyond urban centers, and are therefore pursuing the infrastructure, rich customer data and partnerships that enable personalized promotions and ultrafast ordering and delivery.
Monetize customer data with ad revenue
Retail Media Networks and Programmatic Marketplaces are a great way to leverage first-party data to strengthen CPG brand relationships while generating incremental revenue in the process. The benefits range from reducing a retailer’s own marketing expenses, and driving additional site traffic using CPG brand-funded campaigns to generating a full-blown new ad business. Whether the media network is built in-house or licensed, creating, managing and activating audiences on- and off-site is complex and requires the data management and enrichment capabilities of an experienced Martech advisor.
C-stores: From location to relation
Convenience stores are long-term assets, but the landscape is shifting. Traditional impulse buys—snacks, tobacco, maps—are being disrupted by EV adoption and virtual convenience platforms offering ultrafast delivery.
As EVs reduce reliance on fuel stops, and digital apps redefine convenience, C-stores must evolve beyond location-based strategies. The future lies in building relationships through personalized experiences. Yet, most chains lack visibility into millions of their customers.
To stay relevant, C-stores must modernize data capture and customer recognition. Acxiom estimates that large chains have over 10 million unidentified shoppers—an untapped opportunity to drive loyalty and growth.
Identify and understand shoppers
We design resilient, cookieless strategies to recognize your shoppers on- and off-premise, enhance customer insights based on first-party and licensed data, enabling meaningful personalization.
Shopper identity
Real Identity enables you to recognize 5x more shoppers and connect together all of their experiences with you.
Build a shopper identity graph
PII and first-party data mastery, integrations, identity and data sharing are the new currency.
Create first-party data at scale
Modernize rich data capture from store point-of-sale (POS) systems and other sources.
Enhance shopper insights with data
Securely supplement insights with customer-volunteered, business partner and third-party data.
Personalize shopper messaging at scale
Deliver a seamless, cross-channel and contextually relevant experience that cements shopper relationships and drives top- and bottom-line results.
Fine-tune your CDP
Squeeze the highest return out of your CDP investment to WOW your customers by avoiding implementation pitfalls.
Adopt data-driven creature
Feed Dynamic Creative Optimization (DCO) with relevant shopper data to drive personalization at scale.
Multiply shopper reach
Future-proof, multiply, optimize and measure your reach across all channels from cookieless programmatic, email to direct mail in order to build awareness and brand equity among shoppers.
Omnichannel reach & acquisition
We offer a variety of marketing solutions that build brand equity, drive click-and-collect traffic and boost deliveries.
Real-time decisioning & optimization
Empower platforms with the info they need to deliver relevant messages in mere milliseconds.
Brand awareness lift measurement
Scale awareness surveys and zero-party data to score your customer database and create prospect audiences.
Drive brand interest
We help brands reach & re-target high-impact audiences across platforms and devices to deliver a consistent, cohesive experience with optimized creative.
Connect with high impact audiences
Reach PII-based audiences for offline on onboarding, hyper-targeted digital audiences and use data enablement platforms to build, deliver & connect audience data across all channels.
Retargeting and creative optimization
Segment your retargeting audience without third-party cookies and deliver distinct and personalized content even to unknown visitors based on household characteristics.
Brand perception shift measurement
Scale brand perception surveys and zero-party data to score your customer database and create prospect audiences.
Stimulate brand desire
Boost brand desirability and fit by delivering personalized experiences across lower-funnel, owned marketing assets and by leveraging the most impactful influencers that bond with your customers and prospects.
Owned touchpoint personalization
With a focus on data analytics and identity, we help retail banners personalize the on-premise, website and app experience for known and unknown visitors.
Optimize influencer marketing
Align influencers with your brand and your customers as fellow human beings with needs, desires, food, household, beauty, and other preferences.
Brand purchase intent measurement
Scale purchase intent surveys and zero-party data to score your customer database and create prospect audiences.
Convert shoppers
Convert known and unknown prospects with a customized CTA, enhance personalization by boosting customer recognition via POS card swipes, engage new customers to prevent attrition and maximize lifetime value, measured and optimized at every step of the journey.
Engage with a call-to-action
Nurture leads and converts them with a personalized call-to-action (CTA) based on location, demographic, lifestyle, and other data.
Recognize new customers
Modernize rich data capture from store point-of-sale (POS) systems, assemble it into your privately-owned rGRAPH and enhance it with rich-profiling data.
Maximize customer lifetime value
Acxiom’s Lifetime Analytics helps you grow the value of your customers across their entire journey.
Measure ROAS & attribution
Closed loop ROAS measurement and attribution methods that accurately model the value of each touchpoint in driving incremental store traffic and card transactions.
Turn customers into brand advocates
Enhance social impact media with Acxiom integrations to boost prospect conversions and determine the true incremental impact of your marketing. Then leverage our data and identity to personalize conversations based on their 360° on- and offline portrait.
Refine social audiences
Use high-fidelity, user -level social media integrations to reach customers not only based on their online interests but also their “real-life” offline behaviors and interests.
Mold social conversations
Leverage our data, analytics and identity solutions to personalize conversations with known and unknown fans, identify brand advocates, promote food and non-food items, deals and facilitate scoial commerce.
Measure social impact
Determine the true incremental impact of your marketing, beyond likes and shares and the actual “real-life” profile of your converted audience.