talking about one state. You want a store-front banner or a window
sign or some other special form of promotional or POS initiative?
Won’t happen on an individual state basis. But if the ROI for us is
increased by deploying it across all thirty-three states, that’s when
our system and resources can get behind it in a big way. And yes,
we’d love to see something like this.
Example
—Last year PepsiCo developed, after extensive con-
sumer research, a special flavor of Gatorade for us. It was launched
with storefront banners, window signs, and promotional push. And
out of the couple hundred in our vault it became the number three
best seller. So when we get behind something like that, we can
move a lot of volume.
Anne Kerstetter, Store Operations Payment and Rec-
onciliation Manager:
I agree with Mark. The same applies for
Wawa except that we do not operate in thirty-three states. But the
principle applies to us the same way it applies to 7-Elevan.
Integrating the internet into the
sales / marketing/ and promotional agenda
May Scheve:
How can we work together on an internet mar-
keting strategy that works well for both of us? Thinking of internet
as a channel for communication and promotion more than as a
channel for distribution.
Mark Hagen:
There’s a number of different ways we can par-
ticipate. Online marketing is a huge priority for us. And we’re
looking for suppliers and partners that want to work with us on
online marketing. So, there may be an opportunity for us to work
with the Lottery on some joint, online-marketing initiatives. When
we design a store now, we do it with an objective of appealing to
more women and younger people. We are trying to create a physi-
cal environment that makes them feel good about just walking in
to the store. That’s one of the reasons that you don’t see cigarettes
all over the sales counter like you used to. We did research and the
consumer said they do not like buying food, which is our priority,
from a place that has cigarettes all over the sales counter. That is
actually one of the reasons we don’t like on-counter lottery dis-
plays. We got the same feedback that, for women, this is not the
kind of environment where they want to come and buy food.
Women and Millennials are doing lots of business online. If we
could work together to find a way to not only facilitate an internet
lottery transaction but also bring them to our store to try one of our
food items, then you are helping us get a very high priority target
customer to walk in the door. We should talk about how we can put
together some joint promotions to accomplish that.