This interview is brought to you by Cenex®, a NACS Hunter Club member.

In an evolving industry where it is increasingly difficult to get customers to turn left, branding with a partner that embraces individuality and local ties is key to increasing loyalty with community members. Cenex®, the energy brand of CHS Inc., has partnered with retailers for over five decades to improve the communities it serves. Today, the Cenex brand is present in over 1,000 communities across 19 states.

“Local businesses offer something that others can’t: personal connections, exceptional service and community-focused experiences,” said Erin Wroge, senior director, energy marketing for CHS Inc., “Because they’re part of the same community they serve, retailers understand their customers on a deeper level, which creates authentic, personalized experiences that meet local needs.”

Cenex provides retailers with innovative programs and the flexibility to tailor store operations to address unique community needs. “All of our stores are locally owned and operated, and we give every store owner the freedom to customize their store,” Wroge said. “It is so critical for us to understand our business owners’ point of view, because they know their community the best. We see ourselves as a partner and support system that allows them to optimize their stores for their communities.”

Community Focused Support

Store updates can take a great deal of financial and staffing resources. The Cenex LIFT program seeks to transform convenience stores through lighting, image and facilities upgrades. Through the Cenex LIFT program, CHS Inc. offers low-interest financing for qualifying interior and exterior improvements, aimed at enhancing customer experience. To date, CHS Inc. has paid nearly $8 million in interest on behalf of retailers to support store enhancements.

Creating a welcoming, community-centered atmosphere builds customer loyalty and fuels long-term success.”

Sioux Valley Co-op in Harrisburg, South Dakota, recognized that its rapidly growing town had limited options for food. Utilizing the LIFT program, the team incorporated several food choices in its store, including Godfathers Pizza, Caribou Coffee and Flyboy Donuts. This location has now become a pillar within the community, and its new enhancements speak to the community’s needs.

In Harwood, North Dakota, Petro Serve USA knew that the lack of a grocery store in the city was an obstacle for residents, requiring them to venture outside of town to get the items they needed. Petro Serve USA utilized the LIFT program to add a wide variety of food choices and upgrade both the interior and exterior of the location at the same time. Improvements included built-in LED lighting, an assortment of refrigerated products, a walk-around deli counter and the Café USA. Additional interior upgrades included expanded bathrooms, an improved seating area for customers to meet with neighbors and new showers to accommodate truckers passing through town.

“Whether it’s hot food stations, comfortable dining areas or inviting store designs, creating a welcoming, community-centered atmosphere builds customer loyalty and fuels long-term success,” Wroge said. “Beyond the in-store experience, focusing on ‘local’ encourages retailers to partner with local artists, vendors and contractors. These are important partnerships that fuel the local economy, support small businesses and strengthen the very communities retailers call home.”

A Strong Brand Backing

Cenex also aids retailers by providing robust retail and marketing support.

For instance, every retailer can access professionally crafted advertising materials that are fully customizable. This allows each store to tailor them with their unique products and services, ensuring the local community remains the focal point.

“Retailers can use the templates with their own brand and imaging to create professional pieces on their own,” Wroge said. “We fund a very robust media plan that has television, radio and social media campaigns. So, whatever we design for the local markets is going to piggyback off those corporately placed messages.”

The Competitive Edge

In the competitive convenience store space, every decision a retailer makes matters. That’s why choosing a fuel brand partner who supports and understands your local community is crucial to stand out from competitors.

“Cenex was born out of agriculture and is rooted in supporting the communities where we work and live. That translates to the brand and the retail space, as well,” Wroge said. “Cenex partners with the retailer to give them the tools and resources that they need, fill expertise gaps to help them elevate their business and support them in making a meaningful impact at their stores for their community. We offer competitive programs that allow retailers to enter and stay in the game and capture maximum share of their local market.”

About Cenex

Cenex® is a brand of CHS Inc., a diversified company with over five decades of experience meeting retailers’ needs. With a heritage rich in innovation and a deep connection to the industries it serves, Cenex works hard to build top-performing energy solutions retailers can count on. Its expansive portfolio makes Cenex a strategic partner, offering turnkey, end-to-end solutions for retailers.

Benefits of adopting the Cenex brand include:

• The backing of America’s largest cooperative refiner.
• A dedicated account manager to help you stay on top of the latest industry news and trends.
• A team of product experts, retail consultants and brand marketing professionals.
• Competitive re-imaging rebates and yearly volume incentives based on gasoline sales.
• Image enhancement programs to ensure the Cenex brand image always appears fresh and eye-catching to encourage repeat business.
• Marketing funding to promote your brand and encourage repeat business.
• Flexible conversion policies and full-service branding programs to support your business.
• A robust media plan that includes television, radio, social media and more.