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Over the past 18 months, many brands survived a tumultuous time by leveraging the digital capabilities of their customer loyalty and rewards programs to maintain, and strengthen in some cases, their connection with consumers and provide a more frictionless experience.
While it is clear that digitally mature companies will have an easier time meeting the challenges that lie ahead, many brands continue to have a substantial need to evolve digitally to level necessary to meet the rapid acceleration of customer expectations.
Layne Anonsen, Director of Client Insights at SMG, says fuel and c-store brands can assess whether they are ready to meet rising customer demands on a digital level by leveraging their data.
“They should take a dive deep into app penetration and customer feedback alongside UX studies to uncover whether the technology they have in place is easy and convenient,” Anonsen says. “Consumers in the c-store space are motivated by what is easiest to use; assess your current solution with that in mind.”
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