New Products

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1. Blake’s Hard Cider

As part of its “Summer of Cider” campaign, Blake’s Hard Cider introduced new flavors along with its first summer variety pack. The new flavors are Peach Party, a semisweet cider with notes of ripe, sweet peaches with tart blackberries at the finish; and Tropicolada, which features a sweet, ripe pineapple body paired with orange citrus and a hint of coconut. Peach Party will be available year-round, while Tropicolada is available through Labor Day. Both new flavors come in sixpacks of 12-ounce cans for a suggested price of $10.99, and are included in the brand’s new Vacation Mode Summer Variety Pack.

Blake’s Hard Cider Co. Armada, Mich. blakeshardcider.com

2. Tropicana Light

PepsiCo’s Tropicana brand launched Tropicana Light, which boasts 70 percent fewer calories than other Tropicana premium drinks and has no sugar added. Tropicana Light is available in two flavors: Berry Colada, which blends the flavors of fresh strawberry with the classic tropical combo of juicy pineapple and creamy coconut; and Tropical Sunrise, which combines the bright flavors of juicy mango and tangy passion fruit. Both varieties are made with 15 percent juice and are a good source of vitamin C, according to the maker.

PepsiCo Inc. Purchase, N.Y. tropicana.com

3. Lindt Dairy-Free OatMilk Chocolate Bars

Catering to Lindt fans, chocolate lovers and plant-based enthusiasts alike, Lindt & Sprüngli introduces Lindt Classic Recipe OatMilk Chocolate Bars. In addition to being non-dairy, the bars are also plant-based and made with gluten-free oats. Two varieties are available: Lindt Classic Recipe OatMilk and Lindt Classic Recipe OatMilk Salted Caramel, which features the addition of crunchy salted caramel pieces. The bars offer the “irresistible taste, smoothness and creamy texture” that consumers have come to expect from the entire Lindt Classic Recipe portfolio, according to the maker. The 3.5-ounce bars have a suggested retail price of $4.49.

Lindt & Sprüngli Stratham, N.H. lindtusa.com

4. Squadle Sense RTM System

Workflow automation company Squadle launched Squadle Sense Remote Temperature Monitoring (RTM), a handsfree tracking system to monitor freezer and refrigerator interiors at stores. When placed in a freezer, the Squadle smart sensor leverages LoRaWAN technology to track the ambient temperature and then calibrates the temperatures of individual products without having to touch them or open their packaging. Squadle Sense RTM also offers fully customizable features, such as smart capture, custom configuration, effortless compliance, 24/7 monitoring with SMS alerts, and predictive notifications.

Squadle Boston squadle.com

5. Snagajob Solutions

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Snagajob, the country’s largest marketplace for hourly jobs, introduced two new offerings to expedite the job search. Easy Apply lets job seekers apply to jobs using their Snagajob profile, instead of redirecting candidates to an off-site application. Direct-to-Interview advances the job search process by allowing qualified candidates to schedule an interview right when they apply to a job, choosing from preset times determined by the potential employer. These new solutions from Snagajob make the hourly job search process seamless for both workers and employers, according to the company.

Snagajob Richmond, Va. snagajob.com

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6. Buena Fé Organic Tequila Quenchers

Buena Fé bills itself as the first-ever USDA certified organic tequila quencher. Currently available in two expressions, Watermelon Strawberry and Mango Pineapple, each variety is sold in a four-pack with a suggested retail price of $14.99. Buena Fé Organic Tequila Quenchers are made of premium ingredients: 100 percent organic blue weber agave tequila blanco, organic fruit juice, organic agave, organic natural flavors, and sparkling water. The brand is making its debut in Michigan, Massachusetts and New Jersey. In the coming months, Buena Fé will also be available in Washington, California, Rhode Island, Connecticut, and New York.

Pure Brands Co. LLC New York drinkbuenafe.com

7. Joyfull Bakery Parmesan Crisps

Joyfull Bakery is debuting refreshed packaging made with 25 percent less plastic for its Parmesan Crisps and two new varieties: Jalapeño and Five Seed. The refreshed look and new flavors are designed to reflect the brand’s mission of spreading joy through food. The product line launched in 2015, offering Original and Everything varieties of its small-batched and slowoven-baked crisps made with 100 percent aged Parmesan cheese. The new Jalapeño and Five Seed varieties and refreshed packing are now available nationally. Joyfull Bakery Parmesan Crisps have a suggested retail price of $7 per 3-ounce package.

Joyfull Bakery South San Francisco, Calif. joyfullbakery.com

8. Island Brands CRUSH

In response to consumer demand for more options in the flavored malt beverages category, Island Brands USA introduced two new products: CRUSH Tropical Punch and CRUSH Lime Margarita. Both offerings are made with natural flavors and have a 10 percent ABV. The 16-ounce cans are available in singles, four-packs, and 24-can cases. The CRUSH line marks the second significant expansion of Island Brands’ portfolio in 2022, following the first-quarter debut of the Get Active Pack, featuring three new flavors of low-calorie, superpremium Island Active beer.

Island Brands USA Charleston, S.C. islandbrandsusa.com

9. Alto-Shaam Converge Ovens

Alto-Shaam debuts Converge Ovens, its latest innovation in the multi-cook category. Converge Ovens provide expanded menu potential in the smallest footprint by pairing controlled humidity and the patented vertical airflow of Structured Air Technology. The ovens come with up to three independent chambers in a ventless space. Operators can now steam, bake, grill, and air fry simultaneously in the same oven, without sacrificing quality. Converge also features a selfcleaning design, saving operators time and labor.

Alto-Shaam Inc. Menomonee Falls, Wis. alto-shaam.com/en

10. GSTV Amplify

GSTV Amplify marks the next step in the evolution of the GSTV video network, allowing for a more nuanced offering to impactfully serve consumer packaged goods (CPG) partners seeking to win in the retail space. Operating as part of GSTV’s full sight, sound and motion national video network, Amplify is designed to help retailers access an engaged audience just steps away from the convenience store and moments from purchase, and offer CPG marketers the ability to complement and amplify their existing omnichannel brand plans and strategies. GSTV Amplify can help brands reach an audience of 104MM unique monthly viewers.

GSTV Detroit gstv.com

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Cracking the Loyalty Code

Small operators can attract and retain customers just as effectively as the larger chains if they have a well-thought-out game plan in place

By Brian Berk

IT’S AN AGE-OLD marketing question: How can small operators get more customers into their convenience stores, get them to spend more money while there, and keep them coming back while competing against larger chains with more marketing resources?

According to industry experts, the first step is determining exactly what they’re up against.

“Larger convenience chains have more resources — not only money to spend on marketing, but also the internal staff needed to execute largescale programs, track and optimize performance, and build one-on-one relationships with consumer packaged goods (CPG) brands,” noted Jake Bolling, CEO of Skupos, a data analytics provider that primarily focuses on independent and small retail chains. It is also easier for large chains to stay price competitive through economies of scale via access to brand-funded programs and promotions, according to Bolling.

Once a small operator has determined what they are up against in their specific market, it is time to devise a game plan. Carl Orsbourn, a former executive with ampm and author of “Delivering the Digital Restaurant,” stressed that retailers must be confident they can deliver on whatever commitment they are making to their customers.

“Speed, accuracy and timeliness are a retailer’s three biggest challenges,” he told Convenience Store News. “For all the technology that is out there, if you cannot deliver on these [three things], you are always going to create a poorer customer service experience.”

The Small Operator’s Checklist

The way Bolling sees it, three things should be on every small operator’s checklist as they develop and begin to implement their marketing game plan:

something seems off. Build this into a daily or weekly operational task list. The more often retailers look at data, the more second nature it becomes and the more likely they are to identify actionable insights.

Start small. Retailers should focus on a few key points, such as the top-selling products, daily and weekly revenue, and measuring promotional performance by looking at incremental dollars and units sold for promoted products. This way, they can start to identify opportunities based on day of week or time of day, and home in on top-performing categories and promotions.

Find a partner. Team up with a vendor that can spoon-feed this information while also providing access to programs that can help keep stores competitive. Small businesses must make sure they are getting the most value from their investments.

Lori Stout, vice president of marketing at Silicon Valley, Calif.-based Punchh, which helps convenience stores enhance their in-store and digital customer experience by centralizing data and creating one-on-one connections across all touchpoints, recommends smaller operators build up their “tech stack” to support future innovations. Begin by selecting partners that have integrations that support a retailer’s business model and will allow them to expand their offerings as they grow.

“This would include ensuring the partner can support curbside service, a mobile platform, contactless payments, a subscription program, and more down the road,” said Stout. “Frictionless solutions are about improving the customer experience and adding another layer of insight as to what the customer is doing in the store and in what order, so the operator can later adjust its portfolio and positioning of SKUs within the limited space.”

When trying to acquire new customers, treat them as omnichannel customers, Orsbourn advises. These days, consumers interact with retailers beyond just the in-store experience, so retailers must have a presence where the customer is.

“If you are a young, hip retailer, having a presence on TikTok or Instagram makes sense. If your customer base is more 50-plus [year-olds], having an active Facebook page makes more sense,” he explained. “[Either way], you need to have a social media presence, so your customer base can interact with you.”

In terms of retaining customers and ultimately getting them to spend more money, Orsbourn said lack of feedback is a problem, as it makes it much harder to improve on a marketing plan. He pointed to solutions such as Tattle and Ovation, which are two companies that put QR codes on the bottom of receipts, carryout bags or leaflets on the front door of a store.

“What that can do is avoid a one-star review for your business on Google. It allows the customer to tell the operator directly how they feel about the experience,” he said. “Retailers must respond when they receive this feedback. Today in the digital world, consumers are more easily influenced by a bad review.”

When trying to incentivize customers to purchase more, c-store retailers should consider their bottom line.

“As two-thirds of sales in the c-store market occur in independent stores or small chains, brands can’t afford to ignore this market. And as CPG brands look to optimize this space, technology will meet them there, which is a big win for smaller retailers.”

— Jake Bolling, Skupos

“Loyalty solutions absolutely can work for smaller c-store operators if they make careful and conscious choices about the solution that matches their business needs.”

— Lori Stout, Punchh

“What are your highest margin products? For example, average tobacco market basket sizes are larger than market baskets without tobacco products, and more than 25 percent of c-store shoppers purchase a packaged beverage item with a tobacco item,” Skupos’ Bolling noted. “Running lucrative promotions like twofers on higher-margin packaged beverage items can increase those basket sizes even further.”

Finding vendors that provide access to promotional programs, encouraging impulse buys and targeting different types of shoppers can help further move the needle. Small operators can gain access to exclusive brand-funded promotions that are usually only available to national chains via platforms like Skupos, according to Bolling. small chains, brands can’t afford to ignore this market. And as CPG brands look to optimize this space, technology will meet them there, which is a big win for smaller retailers,” he relayed.

Loyalty in Focus

One of the main methods large c-store chains use to retain customers is a loyalty program. According to Punchh, 43 percent of c-store shoppers choose a specific convenience retailer because of its loyalty program and more than 70 percent of shoppers increase visits to that retailer if they are members of a given loyalty program.

Stout’s No. 1 piece of advice for smaller operators is to add a loyalty program because it will allow them to invest in their customers and get to know them on a one-on-one basis. Loyalty programs also enable small operators to invest in things like inventory control, supply chain solutions, and tools to help them target customers to drive more sales, she points out.

“Loyalty solutions absolutely can work for smaller c-store operators if they make careful and conscious choices about the solution that matches their business needs,” said Stout. “Before implementation, c-store retailers should evaluate the various solutions out there and design one that not only motivates customers, but also drives profitable incremental behavior from their most frequent visitors.”

The ability to know the customer is beneficial not only for sales, but also for the overall operation. Loyalty programs can help mitigate the risk of having excess product.

“[C-store retailers] can use data to help run a more seamless business model and one that puts craveable products at the consumers’ fingertips and creates an experience that is truly memorable and enjoyable. Loyalty programs are built to deliver that to you and your customers,” Stout said.

If a loyalty program proves too cumbersome for a smaller operator to implement in terms of time and/or investment, every retailer should still know who its most loyal customers are. Even without a loyalty program, this information can be used to create an email marketing campaign to stay in touch with these loyal customers and personalize their experience. A service like Mailchimp is an effective way to create an email campaign, Orsbourn noted.

“It is not a traditional loyalty campaign, but what you are doing as an independent retailer is treating your most loyal customers in a different fashion,” he said. “It means you have an initiative in place to reach out to customers and you’re trying to grow that consumer base.”

Finding the time to create these campaigns can be a challenge for a smaller operator, Orsbourn acknowledged. But today’s gig economy can provide a cost-effective solution.

The bottom line is that as consumers increasingly adapt to a more technological and personalized world, retailers will have no choice but to adjust their marketing plan accordingly. The good news is that technological solutions can help deliver additional revenue and savings to a retailer’s bottom line, meaning the investment pays off in the long run.

“Not only do technological innovations help brands market to their guests in a more impactful way, [but] many can be designed to operate with small teams that continue to have limited bandwidth,” said Stout. “With the right solutions partner, you can evolve to meet the needs of your customers while also managing operational expenses.” CSN