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5th Forecourt Retail Marketing, Jhb,Thurs,12Mar’20

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5th FORECOURT RETAIL MARKETING CONFERENCE

DRIVING NEW CUSTOMERS’ DWELL TIME AND AVERAGE VALUE

Bryanston Country Club, Thurs 12 Mar 2020

 

“Best Practices”  increase sales,  forecourt specialists highlight smart ways to increase dwell time, attract motorist shoppers, and  continuously assess the product mix and services customers want.  And now with digital transformation, useful analytics and most importantly localised and personalised communications.  And creative experiential does create great impressions.

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Program

08h30 – 09h10

New retail – conversion from traditional retail into digitalised format

Tilene Narainan, Head of Convenience Retailing, Sasol

 

09h15 – 09h55

Influencing and engaging loyalty members

• Highlights from the South African Loyalty Whitepaper relevant to fuel

• Loyalty Blueprint for success

• Loyalty promiscuity in the retail forecourt industry

Amanda Cromhout, MD, TRUTH

 

09h55 – 10h15 Coffee and networking

10h15 – 10h55

Proximity targeting – drawing motorists/shoppers from competitive forecourts

Buster Pitt, Sales Director, Location Bank

 

11h00 – 12h00

Big Issues Panel Debate

*  digital and social marketing – the next 12 months

*  how do we measure marketing on the forecourt

*  adding values & experience to increase average dwell time

*  location marketing; how realistic

*  merchandising; my current favourite promotion and why

*  24-hour shopping; how do we adapt our product and promotion mix

*  petroleum marketers partnering with the large retailers to attract existing and new motorist shoppers

*  are loyalty & rewards really worth it on the forecourt?

 

Panellists:

SHELL, Wanda Mbanjwa, Head of Non Fuels Retail

TOTAL, Kim Hockley, Diversification Manager and New Offer Development Manager

WOOLWORTHS FOOD, Evangelos Morris, Trading Head: Engen & Africa

TRUTH, Amanda Cromhout, MD

 

12h00 – 12h50 Lunch

12h50 – 13h25

Driving basket size – Changing behaviors at 1,000 convenience stores, 1 cashier at a time

Customer-centric Phase

*  Interviewing customers for context

*  Surveying to their needs and then calculate weightings and priorities for customers

Assisting cashiers

*  Map the customer journey in terms of cashier KPAs – what to do AND why!

*  Communicate the essence all the time

Drive-by numbers

*  Independently measure the non-negotiable actions required of the cashiers

*  Communicate results individually

Rewards

*  Instant digital rewards for every 100% compliance as determined by mystery shop

*  Create a legend

Paul Lange, MD, WOW Marketing Services (Pty) Ltd

 

13h40 – 14h15

Personalisation in the Forecourt

*  Technology and data build personalisation

*  Personalisation drive better customer experience

*  Personalisation at scale

Melissa Carney, Head of Digital, Ogilvy Johannesburg

 

14h20 – 14h55

Kasi lifestyle driving township forecourt marketing

Dali Tembo, MD, Instant Grass 

 

15h00 – 15h40

Creating experiences your customers will want to remember

Jacqui Le Sar, Owner, Inperspective Insight Agency

 

15h45 conference closes

Additional Information

Location

Bryanston Country Club, Sandton

Date and Time

Thurs, 12 Mar 2020