Monday, September 12, 2011

The "M" in c-store

By Rodger Williams
Yea, it’s there.  If you don’t see it, you will.  We all know that Mobile technologies are poised to take payment to a whole new level. But what we don’t realize yet is the convergence of Mobile devices into the c-store environment.  From the forecourt to the store, Mobile devices will play an integral part in branding, increasing loyalty, faster throughput, higher sales and better tracking of what the fueling retail customer wants.  Mobile devices are what they are because they make things convenient; phone calls, emails, texts, Facebook, internet access and data storage 24/7 is why we can’t live without them.  So, it’s not a stretch to see the meeting of the mobile phone with the convenience store to help retail customers get what they want faster, easier and more secure. 
So, let’s look at just how mobile will allow more convenience in a c-store.  First, the c-store has roughly 3 peak times each day; early morning (7am to ~9am), lunch time (12pm to 1pm) and later afternoon (4pm to 6pm).  It’s during these peak times when customers may have to wait in line either at the gas pump, inside at the cash register, or both.  If these lines get too long, the customer may not return because the effort was not convenient.  It’s these areas where mobile technologies will help retailers who decide to adopt them.  Example of these technologies may include:
·         Mobile Checkout – Customers use their smartphones to scan the items they want.  The smartphone then links to the clerk standing by the door which also has a mobile tablet and performs the transaction with either debit or credit almost immediately (Less than 10 seconds).  Oh, and by the way Mr. Retail customer, since it’s your 20th coke, you get a free song posted to your Facebook account. Thanks for your support.
·         Mobile CRIND® – Customers will pull up to a fuel isle in their car and either from the in dash device or their mobile phone, link to the fuel dispenser there by automatically transferring preferences like fuel type, loyalty and payment to the dispenser.  Basically, after they authorize the transaction, the customer simply gets out and fuels.  Ok, we know you’re in a hurry now, but since this is your 10th fill up, stop in the next time you have a minute and pick up your free sandwich or other value item Mr. Retail customer.  Again, thanks for your support and see you next time.
·         Personal touch – Mobile devices give their users a sense of personal touch.  Retailers can form a bond via the personal mobile device and the brand through the transaction.  Users will feel more adept to visit that brand because it has become personal. In other words, it’s like a friend in Facebook “Hey, I know you and you know me.”
 This is just a glimpse of the possibilities these technologies will offer. 

2 comments:

  1. http://www.propay.com/products-services/accept-payments/link/

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    1. Rodger,

      I would love to connect with you on LinkedIn. My email address is jasonlwells@yahoo.com.

      Best regards,
      Jason L. Wells, PMP MIS
      8013627178

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