What makes for a stand-out convenience store customer experience?
“Customers aren’t just looking for the basics anymore. They’re looking for organized, well-lit exteriors, bright and sleek interiors, modern signage, plenty of product options, unique amenities, and more,” says Steve Haase, senior director, operations for Cenex Zip Trip®, the CHS-owned convenience store chain.
“They expect a clean, modern, elevated experience, and that’s exactly what we’re embracing at all of our locations.”
To ensure its stores are equipped to deliver the customer experience that not only meets, but exceeds the consumer’s evolving needs, Zip Trip is investing in an ongoing series of upgrades, new features and full store remodels.
From bright LED lighting to illuminate exterior forecourts, to rounded display cases, warm wood accents and warm, recessed lighting in-store, design and decor upgrades help create an inviting atmosphere for visitors.
“We're creating spaces where both travelers and our local regulars feel safe and welcome to stop in and stay a while,” says Haase. “Aesthetic upgrades, even in our shelving, can help create a space where customers don’t just have to stop in to find what they need, but actually want to spend time in.”
The brand is also building partnerships with new vendors to bring a wide array of new food offerings to each location. Local products and healthy, fresh options keep each store’s product offering unique, but investments in hot, hearty made-to-order options have helped meet the needs of tired travelers taking a break from the road as well as rushed regulars who are tight on time.
“Customers are looking for more than your average c-store snack,” says Haase. “The more variety we can provide, the more we can meet their needs as a truly convenient one-stop-shop.”
As remodels and new builds are completed, new amenities will be incorporated to deliver even greater convenience for Zip Trip customers.
Remodels and rebuilds over the past year have already been completed at Zip Trip stores in Butte and Kalispell, Mont., as well as Holyoke, Colo., and a brand-new travel plaza c-store officially opened last month in Miles City, Mont.
The new Miles City location not only offers an expansive service counter with plenty of hot, fresh food options, but also features a cozy fireplace to create a welcome retreat from the road and Zip Trip’s first drive-through lane where customers can easily grab a quick cup of coffee or snack on-the-go.
Three additional locations have already been selected for remodels in the year ahead and Zip Trip will break ground on a new store featuring plenty of customer amenities in Sioux Falls, S.D., next spring.
“We know the trends customers are seeking will continue to shift and change, but our brand will always remain focused on delivering an exceptional customer experience and we’re excited to bring this evolution to our stores across the country,” says Haase. “That’s something that will never change.”
