YOUTUBE https://www.youtube.com/watch?v=KNAm9Xn7U3A
In 1517 Martin Luther was so disgruntled with the Church that he wrote and nailed 95 proclamations of reform to the church door in Germany. He was eventually excommunicated by the Pope for heresy.
While I don't think the Pope will view my 25 Convenience Store Marketing Proclamations with such disdain, they might make some retailers a little squeamish.
Why?
Because "convenience" in the eyes and demands of customers is growing, but the retail convenience category is not keeping pace with this demand.
The 25 Proclamations are my way of addressing both the mistakes being made, and the new opportunities for growth that flow out of them.
If you're only looking for the next shiny magical product to save your bacon, these ideas are not for you.
If you want to create more value for your customers and differentiate your store, products and services, we might be able to help challenge your thinking and make you more competitive and profitable than ever.
Here we go...
1. We will acknowledge the ONLY purpose of our marketing is to engage customers in new ways with our retail locations; to grow our sales, margins and profits.
2. We will recognize that convenience stores, convenience, and saving time, are more relevant than ever.
3. We will acknowledge that value creation and differentiated marketing is a key reason for the growth of industry leaders like Sheetz, and that we can do this too.
4. We will work 24/7 to methodically listen and understand our changing CUSTOMERS and their changing convenience needs.
5. We will make the time to MEANINGFUL DIFFERENTIATE our brand, stores, products, services and people, and the value we deliver over OUR COMPETITORS.