Greeter Program 2013

Griffin Dolle

Glimpse of the Past• Past Objectives• 2010 Gerry- Help

customers become aware of the Kroger loyalty card at shell• 2011 Mike- Gain customer

loyalty to Kroger card• 2012 Patrick- Promote the

GOCO brand, help customers become aware of GOCO

• 2013 Griffin’s objectives• Promote the Fuel Rewards

Network• Gain costumer loyalty to

GOCO through FRN• Manage and experience a

rising program that can be measured

Promoting the Fuel Rewards Network• Educate Customers off site through advertising via

media

• Educate customers on site though Greeter Program

• Educate and train store OPS

Greeter Program • Hired quality greeters

• Chose greeters based off how well they interact with strangers• How well they can “sell” the FRN program• Diverse group • Number of greeters determined by number of site visits and availability

• Scheduling• 2-4 greeters per site • 3 shifts per day (7am-10am, 11am-2pm, 3pm-6pm)• 2 sites per day• Chose the sites based off total customer amount and total merchandise

sales• Visited the top 5 site locations (based off info above) 5 times

• Educate customers on FRN through Greeters

Total customer/ Merch sales per day Total Merch Sales/ Day

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26

1 1227

2 1202

3 1204

4 1231

5 1208

6 1232

7 1207

total

customers

8 1225

9 1224

10 1203

11 1219

12 1213

13 1205

14 1221

15 1206

16 1210

17 1212

18 1201

19 1209

20 1211

21 1222

22 1217

23 1218

24 1214

25 1228

Greeter Program cont. • Developed a script and itinerary (Greeter Standards)• Designed Greeter incentives • Goco Greeter Leaderboard based on activations per week• Greeter with most activations in a week earned 25 dollar gas

card• Team with most activations in a single shift earned a 25

dollar gas card• The greeter with most overall hours earned an ipad

• Feedback:• Created a feedback forum which allowed the greeters and

manager to discus improvement• Spoke with dealers on FRN piece, how they promote

GOCO Greeter LeaderboardGOCO TEAM WINNERS

     Week 1

Overall- Michael Allen 147

Team- 1233 11-2p 43 activations

Joey Kreyenhagen Michael Allen

     Week 2

Overall- Matthew Snyder 111

Team- 1202 3-6p 32 activations

Donald Bruemmer Michael Lynch Gina Hurst

     Week 3

Overall- Chris Daugherty 280

Team- 1204 3-6p 53 activations

Michael Allen Alex Hart Aaron Berry

Chris Daugherty

rank Greeters Week 1 Week 2 Week 3 Total

1 Michael Allen 147 81 258 486

2 Chris Daugherty 141 29 280 450

3 Kenneth Berry 117 29 214 360

4 Matthew Snyder 85 111 153 349

5 Joey Kreyenhagen 100 16 129 245

6 Donald Bruemmer 68 84 89 241

7 Adam Hart 48 84 69 201

8 Sarah Wildermuth 97 60 41 198

9 Alex Hart 0 69 124 193

10 Gina Hurst 42 63 86 191

11 Michael Lynch 88 99 0 187

12 William Robson 0 69 32 101

13 Matt Brinkman 15 0 81 96

14 Steven Fitzpatrick 0 10 59 69

15 Peter Saba 0 0 53 53

16 Mackenzie Dolle 0 10 0 10

T17 Brian Daugherty 0 0 0 0

T17 Courtney Erickson 0 0 0 0

T17 Madeline Ley 0 0 0 0

T17 Patrick Schiess 0 0 0 0

How Did Greeters Promote?• Exciting festival atmosphere

• Prize Wheel and Reward codes• Combined efforts with vendors• Vendor Samples ie. (Budweiser,

Monster, Xience)

• Added Raffles• Customers could sign up for a raffle of

Shell Helmet, Brandon Phillips autographed helmet, Monster Snowboard, Flip video, and many more

• Educate and activate customers on site• Ipads allowed us to activate in c-stores• This gave us more time to educate

customers and register cards

Advertising FRN via Media

“Segman” Dennison named Goco Spokesman700 WLW

Goco Shell Racing Report

Goco Commercial

Click icon to add picture

Goco Facebook Page

Radio Time• Cumulus Radio

• Tank God it’s Friday

• Clear Channel Radio• Goco Shell Basket offer June 3rd-

Aug 30th• 2x am on WLW, ESPN, Fox Sports,

WEBN, & KISS• 2x pm on WLW, ESPN, Fox Sports,

WEBN, & KISS• 2x Reds on radio pregame• 4x news sponsorship per day WLW• 4x sports sponsorship ESPN & Fox

Sports

• Goco will be on radio 4,865 times in 13 weeks

Understanding FRN: The KeyEducating and training• Brought Greeters into manager meeting to help educate on

FRN • Personally trained all 20 greeters• Educated and trained cashiers on site

• sites 1201,1202,1203,1204,1218,1231,1233

• Attended MRM meetings to discuss improvements and ideas with DM• Institute all employees with FRN card for better

understanding• Designed a weekly report

• broke down greeter and cashiers activations for the week• Organized each site by DM and rank among other sites

By the NumbersBefore Greeter Program (9/12-5/13)

• 394 total activations• Avg. 17 total activations

per week• Highest per week- 10

activations (1217)

Greeter Program (6/3/13-8/2/13)

• Over 5,000 total activations • Avg. 550 total activations

per week • Avg. 49.11 per site per

day• Highest per day- 110

activations• Highest per shift- 53

activations

Total Expenses• Budget• $15,000 greeter payroll• $5,000 for supplies

• Salaries and taxes through the last payroll are $18,320• Total expenses= approx.

$1,795.

• Expenses• FRN kit (t-shirts, etc)

$114.49• Staples – supplies $397.40• Staples – supplies $94.54• Shell prize wheel $561.03• Shell prize wheel $628.23

What worked?• The Spin to Save Wheel• Ipads• Adding diverse group of Greeters• Adding morning shift (even though Greeters may think

otherwise)• Personally training Greeter Staff and Cashiers• Giving out vendor samples

How can we improve?• Creating excitement with the raffle prizes• Stay more connected with the Facebook page for

marketing• Keep better track of equipment• Better system of transporting equipment among greeters

• Run more vendor and off site promotions• Greeter Compensation• Greeter Captain

Customer feedback• Thankful of the FRN card• Too difficult to sign up on their own• Not educated enough• Customer quotes• Heard you guys on the radio!!• How do I link my credit card?• Do you have a key chain card?• I already have enough cards.• Can I spin that wheel?!• You all just made my day!

Challenges• Managing greeters• Ipads• Wifi connection not always working or clear• Register scanner• Cards showing up as invalid• FRN website malfunctions• Uniform policy• Bad weather• Recording data

Summer Intern take away• Gained valuable business experience

• Attended MRM meetings, vendor meetings, consultants• Learned negotiating skills and sales tactics

• How to handle critics in the workplace

• Managing skills• Effectively managed and trained 20 greeters• Learned ways of improvement through those superior and the greeters

• Marketing strategies• Product placement• Store location sells• Price adjustments• Competing with similar businesses

Summer Intern continued• Lessons giving presentations and working with excel• Presenting FRN to CSR, Greeters, Managers, and customers• Scheduling, spreadsheets, reports

• Field Experience• Visited every location • Dealt with customers daily• Handling problems with customers• Clear Channel Golf Outing• Live on 700 WLW

Selling the Summer Internship• Manage your own hand picked team• Get managing experience and marketing experience• Work in the field and office• Meet with tons of different companies• Experience like nothing else• Working with Howie

Thank you Gilligan Oil Co.