Keeping the Faithful

Russell, Martha G.
November 2004
Convenience Store News;11/22/2004, Vol. 40 Issue 14, p73
Trade Publication
This article presents information related to making customers exclusively loyal doubling sales. According to Austin, Texas-based Clickin Research's national studies of more than 7,500 c-store customers, most c-stores have many steady, two-timing customers like Donna. If two-thirds of a store's frequent customers are visiting other c-stores on a dailybasis and splitting an average daily spend of$ 20 across three stores, then each store is capturing a minimal amount of the frequent customer's c-store wallet. The first goal is to convert occasional customers to frequent customers by getting them to substitute your store for the other stores they are visiting.


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