John’s Qwik Stop.
Creating an immersive customer experience.
Anymore it’s unusual for us to find new challenges in our hometown. New capabilities mean new opportunities, and now many of our opportunities today are well outside Vinton, Iowa. But we couldn’t refuse when a lifelong friend came knocking. John’s Qwik Stop is a 55-year-old tradition here. The original owner was John Anderson. John sold the business to John Ketchen, who jokes that it was to keep the name the same. Regardless, what was once a small, renovated Conoco station on a quarter block is now a multi-million-dollar facility.
Two new competitors opened stores with gas pumps in John’s community in just two months. The grocery store that sold gasoline at a discount to grocery shoppers wasn’t a big worry, but it would take a sliver of the market. The problem was the 700+ Kwik Trip chain. Kwik Trip is a vertically integrated company with big, well-designed stores featuring a wide selection of well-merchandised products. It is a competitor with very deep pockets. Our challenge was to keep loyal JQS customers loyal to John’s, even with two new competitors in the market.
INCREASE IN NET AUDIENCE GROWTH (SOCIAL MEDIA)
FIRST 90 DAYS OF CAMPAIGN
INCREASE IN TOTAL MESSAGE RECIEVED
AN INCREASE OF 1,204%
AN INCREASE OF 724%
Increased engagement and followers on social media have increased traffic through the door. Sales of higher margin food increased while gasoline sales declined due to competition and fewer commuters. Prior to the campaign the biggest demographic following John’s Facebook and Instagram pages were the females 25-34, a group low in C-store purchasing. Now John’s is reaching the key buying demographic of men 34-55. John’s success illustrates the importance of using multiple media to create what we call a web of persuasion.