Fuel, Folklore and Fun: A Creative Approach to Boosting In-Store Purchases

GoMart creates an annual summer promotion to help engage, retain and gain new customers. In addition, GoMart takes advantage of summer travel to get customers into its stores to make purchases beyond gas.

Project Details

June 2023 | Convenience Stores | Strategy

In June 2023, GoMart launched a two-month promotional campaign aimed at rewarding customers for their purchases of specific products through the GoMart Rewards program. Seven designated products were featured in this campaign, each offering additional reward points upon purchase. Additionally, every Tuesday presented a unique opportunity for customers to earn triple points on their purchases. For those who bought all seven featured products during the promotion, a bonus of 5,000 reward points was added to their account.

Services we provided
for this project

  1. Design
  2. Digital
  3. Paid Media
  4. Social
  5. Strategy

The Goal

Increase sales in the stores beyond just fuel through engaging digital media campaigns and in-store promotions, increase the number of Rewards card sign-ups through participation in the promotion and leverage GoMart partner relationships to provide funding and increase product sales for those participating.

The Strategy

To drive in-store sales beyond fuel during summer travel, GoMart launched an engaging digital and in-store Rewards campaign featuring West Virginia cryptid lore. By tying featured products and bonus point days to cryptid-themed promotions, the campaign incentivized product purchases, boosted Rewards card sign-ups and leveraged partner funding.

The Results

The campaign was pivotal in boosting engagement and enrollment, garnering 1,821 new enrollments. This included a 14% increase in the Rewards program enrollment, plus a 4.6% increase in spend and 7.6% increase in visits during the campaign. The campaign’s launch week was particularly noteworthy, with a remarkable 30,000+ increase in store visits from Rewards program members compared to the prior week.

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    in Red Bull units and up 16.97% in dollars

  • 12.17%

    in Oberto units and up 20.70% in dollars

  • 20.85%

    in Perfetti Mentos Rolls units and up 20.85% in dollars

  • 26.61%

    in Perfetti Mentos Gum units and up 51.82% in dollars

  • 1,583.76%

    in UTZ On the Border units and up 1,627.86% in dollars

  • 17.93%

    in UTZ Single Serve units and up 5.86% in dollars

  • 90.30%

    in Mars units and up 115.54% in dollars

  • 30.75%

    in Fiji units and up 30.84% in dollars