TECHNOLOGY
Casey's uses advanced business intelligence tools to quickly identify shifts in consumption, as well as to target promotions to shoppers.
Real-Time Retailing Advanced intelligence tools let c-stores rapidly identify and respond to unprecedented conditions By Debby Garbato TRADITIONALLY, retailers have relied on past shopping patterns to implement new strategies. But in the case of the COVID-19 pandemic, there was no past to look at; just an unprecedented, ever-changing present. Suddenly, convenience stores that served meaty sandwiches to construction workers were supplying local families with ice cream and soda. Simultaneously, fuel sales plummeted, curbside pickup spiked, and everybody was demanding toilet paper.
Almost overnight, the nation’s c-stores had to adjust their product mix, promotions and many other business areas. Some lacked a clear roadmap, but those employing advanced business intelligence (BI) tools did not. These tools rapidly access and compile real-time data and marketing and merchandising insights, and then recommend actions. Retailers can turn on a dime, maximizing their performance and competitive position in a challenging market. “COVID-19 changed traffic patterns, dayparts, product and consumer mixes, which considerably changed business,” said Michael Headly, a director in the restaurants, hospitality and leisure practice at New Yorkbased consulting firm AlixPartners. “The construction crowd was hit hard, but the neighborhood perspective became stronger. Retailers had to quickly identify changes
and margin shifts in categories and adjust offerings, promotions and pricing. This is daunting without intelligence tools.” Ankeny, Iowa-based convenience store chain Casey’s General Stores Inc. was not daunted. Having used advanced BI tools for some time, the company was able to quickly identify a big shift toward home consumption. Instead of single-serve beverages, shoppers were opting for 12-, 18- and 24-packs of beer and soda to take home. To respond, Casey’s used a marketing automation tool to tailor its store assortments and displays, emphasizing multipacks. And it gave customers deals such as $5 off on a pizza and an 18-pack (or larger) of beer. COVID-19 also has increased digital shopping, with more people ordering foodservice and groceries for pickup or delivery. With Google Analytics, Casey’s tracks and measures the activities of its new and existing website and mobile app users. “It helps us make decisions on how to merchandise the site, what content to use, and where to put it,” said Art Sebastian, vice president of digital for Casey’s, which operates more than 2,000 c-stores in 16 Midwest states. Changes in shopping habits have impacted marketing, too. Casey’s pinpoints email and text promotions with Einstein AI, part of the Salesforce Marketing Cloud platform. Einstein AI indicates which promos to send to specific customers based on their recent purchases. It tracks open, clickthrough and conversion rates, and whether individuals respond better to texts or emails, both of which can be scheduled weeks in advance.
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