| | NOVEMBER 20228CIOReviewIN MY OPINIONCREATING CONVENIENT CUSTOMER EXPERIENCES IN RETAILAs a retailer, Yesway spans the entire gamut of consumer retail. We are a convenience retail chain with a strong focus on foodservice. Foodservice, private label and loyalty programs are the pillars and engines of our brand. We go to market with that as our focus and average over a thousand customer transactions per store per day across 400-plus stores in a nine-state geographic region. We are committed to growth, both in terms of store count and inside sales, as well as growing customer and consumer engagement.When it comes to serving the role of chief marketing officer at Yesway, what does a typical day look like for you?For us marketers, there is no typical day. To get to the core of our roles, we deal with the classic four Ps of marketing--Product, Price, Place, and Promotion. I've broadened it to six Ps with People and Process. As for People, it would be my team and team members in our stores as well as our customers, while Process would be "how we do what we do", and making sure we have playbooks and well-defined processes to advance our strategic merchandising and marketing initiatives.Like every other marketer, we're looking to create content that is more engaging and dynamic, complete with imagery, video, music, and messaging. We're installing digital screens in our stores and also have video and messaging at our fuel pumps. Our focus is on leveraging marketing strategies and technology to improve the experience of customers or make it more convenient.By Derek Gaskins, Chief Marketing Officer, YeswayDerek Gaskins
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