Ricker's offered the program for environmental and community benefits, along with the goals of driving loyalty and goodwill and to differentiate themselves from their competition.
In addition to delivering on traditional sales metrics, the Replenish program is generating tremendous loyalty and goodwill for Ricker's in Indianapolis. In a consumer intercept survey of over 400 customers at the pump, Ricker's Net Promoter Score (NPS), used to gauge loyalty and customer's propensity to promote a brand, increased from 40 to 47 in less than 6 months. This increase was driven by customers aware of the Replenish program who reported an NPS average of 50. According to Fred Reichheld, creator of the Net Promoter Score, the average American company scores less than +10, while the highest performing organizations are between +50 and +80. A positive NPS score is seen to be good, while an NPS score of +50 or more is excellent.
Additional findings indicate that customers are directing more of their monthly fuel trips to Ricker's and making up to 15% more in-store purchases.
"I see the program as part of our legacy to the community and something that is extremely important to our core values as a company. When we ask employees and customers about Replenish, they have nothing but positive comments. I've even had people around town approach me unsolicited to tell me how cool the program is and how much they appreciate what we are doing. We've got a good thing. It's positive for the environment and the community. Our employees and customers love it. Now we're focused on building awareness with existing and new customers," says Quinn Ricker, President and CEO of Ricker's.
GreenPrint, the program manager, has worked with Ricker's to drive continued awareness of the Replenish program through digital and traditional media efforts including signage, social and digital media, pump top and network TV commercials, GasBuddy promotions, and more.
While significant customer engagement and positive sentiment towards Replenish continues, employees are simultaneously engaged and enjoy the program's benefits. Potted trees near the pumps help promote the Replenish program, and store managers and employees enjoy taking care of them and discussing them with customers. Additionally, employees and their families are invited to quarterly local tree planting volunteer projects to help give back to the community, enjoy bonding time, and to make an impact in their neighborhoods.
"I think having Replenish at our stores helps remind our customers about how much we care about our community, but it also helps to give me and our employees another thing to be proud of. We love being able to go to the tree planting projects," stated Brad Pyle, Store Manager at Ricker's. "I even got to be the one to plant the 5,000th tree that this program has planted at one of our projects with Keep Indianapolis Beautiful!"
Since the program's launch in May of 2016, Ricker's Convenience Stores, through the Replenish program, has planted over 8,300 trees in Indiana with the Arbor Day Foundation and in local parks and schools with Keep Indianapolis Beautiful. Additionally, the program has offset over 46,000,000 pounds of carbon through investments in various certified carbon offset projects. The next big focus of Ricker's Replenish in 2017 is its recently announced partnership with the Indiana Bicentennial Commission which will replace and replenish trees on the Indiana Statehouse lawn.
Headquartered in Anderson, Ricker's mission is to be the upscale convenience store of choice in Indiana. Ricker's was founded in 1979 by Jay and Nancy Ricker in Middletown, Indiana. Ten years later, they purchased the company's first convenience store. Since its inception, Ricker's has grown to include more than 56 high-end convenience stores, which employ more than 800 Hoosiers. Ricker's prides itself on clean stores, a friendly environment and staff, and its famous "RickerPop" fountain drinks. Visit http://www.RickersRewards.com.
GreenPrint is a technology and service company enabling companies to practice sustainability in a measurable way. Blending transaction processing software with climate science, the company's patent-pending products reduce atmospheric emissions on vehicle for municipalities, commercial fleet managers, and petroleum retailers to build goodwill, enhance brand loyalty, and increase sales and market share. Working with over 35,000 corporate clients in 8 languages across 12 countries, GreenPrint reduces emissions on almost 500 million gallons of fuel annually. Visit http://www.greenprintcorp.com/ for more information.
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