Together with Q8 retail management, we set out to fundamentally rethink the offering. The cornerstone in the strategy was the creation of a convenience store sub-brand– Qvik-To-Go. It was a physical manifestation of the company’s willingness to dramatically change to meet changing demands. The in-store layout was completely redesigned and new product categories added, including baked goods, freshly made sandwiches, organic coffee, and a new assortment of healthy snacks. The convenience store quickly achieved the strategic goal of becoming a destination in itself, and not just an add-on to the petrol pump.
The next step was making sure the customer experience lived up to the promise of the new offering. Advance toured the country together with senior management helping to train employees in delivering a more customer-centric service. With service standards taken to new levels, and with a revitalized core offering, the communications platform was redesigned to draw attention to the new product categories, and to create a better synergy between tactical product offers and more brand-oriented messaging.
After establishing a strong platform for the brand, we introduced QvikOffers with a view to motivating customers who typically paid at the pump to venture into the store. The offers took the form of a voucher dispensed at the pump that could be redeemed in the shop. The tactic helped increase basket size and the same mechanic was extended to digital platforms where Qvik Offers could be redeemed or shared via smartphones. This gave Q8 a new and relevant presence in the social channels and improved loyalty.