company is using social media to drive loyalty. Reitan is the
market leader in seven countries with 2,500 stores, annual
sales of $2.5 billion and 17,000 employees. Current formats in
the Reitan portfolio include Narvasen, Pressbyran, R-kioski
and 7-Eleven brands.
In one example, the Reitan’s Coffee Inspector app awards
customers with a free coffee after they’ve submitted five reviews (good or bad) of the retailer’s Coffee Rosso — an effort
to improve the quality and consistency of the coffee program.
After two months, the retailers experienced a 25% increase
in coffee sales.
This dynamic second day of the Forum wrapped up with a
session on dependable loyalty featuring Bill Hanifin, managing director of Hanifin Loyalty LLC; Pat Lewis, partner at
Oasis Stop ‘N Go; and Pradeep Sinha, CEO of Contata Solutions LLC. Later in the afternoon, a discussion on the future
of fuels was hosted by NACS Vice President of Government
Relations John Eichberger.
The second day of the Forum dove
deep into social media. Rouz
Jazayeri of Kleiner, Perkins,
Caufield & Byers; Anthony Shop,
chief strategy officer and co-found-er of Social Driver, a digital agency;
and Katie Elfering, senior director at IconoCulture, joined Tedeschi to talk about the future of engaging customers.
Jazayeri primed the crowd with
what his venture capital firm has
identified as 2014 trends in mobile and the Internet. We are in
the middle of a transition, he said,
Shop of Social Driver told the crowd, “There are more ways
to leverage people than ever before.” Today, he shared, your
customers care about themselves (think “selfies”). So if you
take social media and make it all about you and your brand, it
will fall on deaf ears.
“Think of social media like a conduit, a modern day camp-
fire that facilitates conversations,” Shop counseled. “This way
it completely changes our relationship with our customers.
People have to be at the center of everything we do.”
Twenty-first century culture is flat (nonhierarchical), fast
(instant) and fun (work and play blurs) and has changed
the way we interact with the world as well as the behaviors
and expectations of your customers. What you did a decade
ago to make your customer feel special doesn’t work today.
Think of what they want and capitalize on it. “How can you
get your customer to take a selfie with your brand in it?” Shop
asked the crowd.
Elfering talked to attendees about “right-sized engage-
ment, also known as stop trying so hard.” She cautioned that
effort is good but not if engagement is forced. “Find the right
fit for you.”
Awesome opportunities exist for customer engagement but
people don’t want to constantly hit with your messages. Don’t
get in the way, Elfering said, and let consumers choose when
they want to engage with you. To help, know the size and scale
of engagement that’s right for you and then act appropriately.
Know your brand, which means your current strengths and
consumer expectations. Know when to take advantage of key
moments or spikes of emotion for your consumers.
And “be a tool,” Elfering said. A good tool is additive, not interruptive and doesn’t get in the way. It solves a real problem
— not creates a problem and then innovates to solve that problem. Balance usefulness and entertainment. Add something to
consumers’ lives. Be disruptive with a purpose and participatory by choice.
Magnar Møkkelgård, vice president of Reitan Convenience in Norway, also joined the panelists to share how his
Katie Elfering of IconoCulture