A convenience store chain in the United States, QuickChek, decided to optimize its sales by tracking consumer data across its stores.
After only recently prioritizing digital channels for its marketing and strategy purposes, employees at QuickChek are working towards proving the worth of these channels to the brand. In a collaboration with the location data company PlaceIQ, the chain tracked "location-based media buys" and the foot traffic in various areas. The messages were targeted at specific points in the day, during the "the morning commute, right before or after lunch, and on the drive home after work." The targeted areas received 83% more visitation than those in the control group.
Using location tracking and digital targeting, QuickChek is beginning to establish itself in new marketing and information-gathering techniques that could prove to be the future of retail.