Accelerating C-store visits: Mobile ads in the Arity Marketing Platform

Believe it or not, when gas stations want to pump up profitability, they don’t do it at the actual pump. In fact, while gas is the commodity that initially attracts consumers, convenience stores (C-stores) and their sales make up, on average, 70% of the overall profit.  

With this in mind, it’s no surprise that fuel retailers are focusing on forming and deepening relationships with consumers (often via loyalty programs), so they keep coming back again and again.  

That’s exactly what one fuel retailer – which we’ll refer to as Southern Fuel – set out to achieve, and they turned to Arity for help. Read on to learn more!  

The challenge: Declining C-store visits 

It’s a challenge for fuel retailers to maintain a regular customer base when consumers typically choose where to make a pit stop based on gas prices, especially in this day and age where price sensitivity is heightened. 

Like many others, Southern Fuel started to notice a decline in store visits and decided to seek out new, innovative ways to increase traffic.  

The solution: Targeting custom Predictive Point of Interest (POI) Audiences 

Right now, many fuel retailers are doubling down on their loyalty programs to combat this challenge. And yes, while loyalty programs are a key part of the customer experience, mobile ads are also an extremely valuable, component. They empower fuel retailers to cast a wider net to continually increase awareness and improve store visit conversions – i.e., the percentage of consumers who clicked on an ad and then visited a store. 

To capitalize on these benefits, Southern Fuel engaged Arity. As part of our Predictive Mobility Solution, the fuel retailer was able to target a custom audience of drivers who regularly passed by one or more of their locations via mobile app.  

For the drivers, this meant that they saw ads across their mobile apps for special C-store offers from Southern Fuel that enticed them to stop by along their usual route. 

This is accomplished through the Arity Marketing Platform, which offers a full-funnel solution for marketers who want to reach their best customers based on how, when, and where they drive. In Southern Fuel’s case, they customized our Predictive POI Audiences to reach consumers that are likely to drive by with relevant ads.  

The result: Accelerating C-store visits  

With our Predictive POI Audiences as a part of their mobile ad targeting strategy, Southern Fuel achieved 12% conversion within 2 days and 22% conversion within 7 days. Additionally, 8.6% of these conversions were from new or lapsed customers.  

If you’re ready to accelerate visits to your C-stores, contact us to learn how our Predictive POI Audiences can work for your mobile ads!