Repeat customers are extremely valuable to businesses, and when done right, loyalty programs can draw in shoppers while also boosting sales for the location. That creates a win/win situation for customers as well as the businesses they frequent.
For truckstop and travel plaza operators, loyalty programs can be used to enhance the overall shopping experience and encourage customers to come inside. The most successful programs take a customized approach, factoring in how customers’ needs match up with the locations’ needs.
Darren Schulte, vice president of membership for NATSO, said different types of drivers have different needs.While company drivers may not care about a discount on fuel, savings on food or showers are important to them. Independent operators tend to be focused on anything that would reduce their cost, such as discounts on fuel, food or shop repair.
There are several well-established loyalty programs for over-the-road professional drivers, such as those from Ambest, NATSN, PTP and Roady’s, that operators can tap into. What’s more, those locations can still create customized loyalty programs designed to gain business from the local community for their gas, restaurant or convenience store sales.
“If you’re a location that gets a lot of locals, it is critical to develop a loyalty program that matches that type of customer,” Schulte said....