Spring may feel like a slow season for some c-store retailers. The holidays are long gone, peak summer travel hasn’t yet begun, so c-stores are sitting in the “in between.”

However, this in-between state is a great time for c-stores to take inventory of their technology and identify how to take advantage of new growth opportunities.

Monthly c-store traffic is much higher than pre-pandemic; November 2024 c-store traffic was 15.5% higher than in November 2018. What’s more, the dollars that consumers are spending per c-store trip are on the rise, increasing by over 4% in Q4 2024 as compared to the year previous.

To capitalize on consumer spending and prepare for what’s coming, retailers should consider starting a technology “spring cleaning” now. This is a good time to set a foundation of innovation, and there are several key areas for assessment and improvement. Three things that c-stores can do to set that foundation include:

1. Prepare for more shopper engagement

As the weather warms up and stores calm down – especially in the 5-year wake of the COVID-19 pandemic, which kept many shoppers in their homes – consumers are opting for the in-store experience. How can c-stores capitalize on the momentum of more shoppers stepping foot inside stores?

A key tactic is to ensure the right offers reach the right shoppers at the right time.

If the retailer can leverage their vast amounts of data to understand their consumers’ actions, they can then tailor offers and promotions that suit each customer’s exact need.

For example, a shopper may have the habit of purchasing a fresh sandwich and a soda together. The retailer can send a thank you for five visits in one month by sending them an offer for half off a sandwich along with the purchase of a bottle of soda. Doing so not only encourages a repeat purchase, but also safeguards long-term customer relationships, and it boosts loyalty, brand value and wallet share. 

The GK AIR solution offers personalization that can recommend the right, most relevant products for each customer across every touchpoint.

2. Assess technology ecosystems

There is no better time to evaluate technology needs and priorities than the slower spring season, especially in light of the new PCI DSS requirements that took effect at the end of March.

PCI is, of course, the data security standard that provides a baseline for requirements designated to protect payment data. Beginning in April, the PCI DSS v4.0 requirements were fully effective – meaning organizations are required to validate the requirements.

With the complex nature of payment data and transactions, and the expectation that dollar sales are going to continue to increase, c-store retailers should consider the flexibility and reliability of their technology ecosystems so they can properly support new transactions and remain compliant.

3. Put new measures in place to guard against shoplifting

Shoplifting is up 93% since COVID, so c-store retailers should be considering innovative ways to prevent theft and save themselves from losses.

Some retailers have begun to limit the hours of their self-checkout lanes to battle shrink, and some are even removing them entirely, which is harmful for their relationships with their customers. Instead of falling back on these protective measures and risking valuable relationships, c-stores can leverage new measures.

For example, artificial intelligence (AI) is an extremely useful tool in preventing shoplifters. It can be used in a myriad of ways, including to analyze POS transactions and store data for potential fraud by cashiers, self-checkout supervisors, employees or managers across all stores – and even connect to CCTV video to synchronize with any transaction.

AI can also protect against return fraud. As such, it helps retailers find and resolve internal issues, whether they're malicious or non-malicious.

Spring cleaning can inspire valuable loyalty for c-stores

With macroeconomic disruptors shaking the foundations of retail this year – like persisting inflation and tariffs – consumers are hesitant to spend and extra-cautious about what they purchase.

By setting a solid foundation to prepare for seasonal engagement, investing in a reliable technology ecosystem and preventing the losses that come from shoplifting, c-store retailers can establish unparalleled loyalty, which will make a huge difference in the long run.

Contact us today to learn how GK works with leading convenience retailers set a solid foundation with technology.