Ran Pass Liquors Mobile Marketing / Text Messaging Case Study:

Club Texting - Case Study
Super Stop USA

Objectives:

Super Stop USA is a full-service gas station, car wash and detail center located near St. Paul, MN (Twin Cities). Their promise is simple: Quality In Everything We Do. WeGuarantee It. When you walk into the Super Stop, you immediately know you're someplace special. From friendly staff to fresh merchandise, Super Stop regularly goes above and beyond customer expectations by offering guarantees on all services and purchases.

Any given day when gas prices are scheduled to go up, Super Stop owner Tony Donatell knows far in advance. He also knows that if customers are alerted of price hikes in advance, they will make it a point to fill up before it’s too late. The key is getting a time-sensitive message out to customers that they will immediately receive and read within a matter of minutes. Tony turned to Club Texting to develop and implement this program.

Solution:
To effectively market their Gas Alert program, they implemented a two-fold solution:

Choosing the keyword GAS for text-in signups, Super Stop created a variety of Point of Purchase (POP) displays, ranging from in-store signs at the registers to promotional posters outside at the pumps instructing customers to text “GAS” to 25827 to subscribe.

For online promotions, Tony has both a comprehensive website and a valuable opt-in customer email database. This webpage was created in order to explain the program, answer all possible questions, and generate signups using Club Texting’s customizable widget: http://superstopusa.com/gasalerts.htm.

This quick and easy call-to-action says it all: “Sign up to receive a text message on your cell phone from the Super Stop before gas prices rise! It's quick, free, and easy, and gives you time to gas up before prices go up!”

As an added incentive, Super Stop also offers “Bonus Savings” coupons for Gas Alert participants to receive between 5 and 10 cents off per gallon if the price has already gone up by the time they arrive. Sample messages include:

SUPER STOP GAS ALERT! Prices are rising to $2.99, We will follow soon. If we have already gone up, show us this message and save 10 cents/gal until 1pm tomorrow!

Outcome:
Customer response was immediately successful. In less than two weeks, Super Stop amassed over 70 subscribers and happily reports a response rate of at least 20% with each text message blast. Due to the high level of interest in the program, customer word-of-mouth has also been effective to generate signups.

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