December - 2022retailtechinsights.com8IN MY OPINIONAs a retailer, Yesway spans the entire gamut of consumer retail. We are a convenience retail chain with a strong focus on food service. Private label and loyalty programs are the pillars and engines of our brand. We go to market with that as our focus, and have on an average over a thousand customers per store per day across 400-plus stores in a non-state geographic region. And we're experiencing high growth, both in terms of store count and inside sales, as well as growing customer and consumer engagement.When it comes to serving the role of chief marketing officer at Yesway, how does a typical day look like for you?For us marketers, there is no typical day. To get to the core of our roles, we deal with the classic four Ps of marketing--Product, Price, Place, and Promotion. I've broadened it to six Ps with People and Process. As for People, it would be my team and team members in our stores as well as our customers, while Process would be how we do what we do, and making sure we have playbooks and well-defined processes to advance our marketing initiatives.Like every other marketer, we're looking to create content that is more engaging and dynamic, complete with music and messaging. We're also installing digital screens in our stores. Our focus is on leveraging marketing strategies and technology to improve the experience of customers or make it more convenient.In your opinion, what are the recent changes and new things that have emerged in the retail marketplace?Multiple things have taken place in the past 18 to 24 By Derek Gaskins, Chief Marketing Officer, YeswayAdapting to the Evolving Retail Marketing SpaceCreating Convenient Customer Experiences in RetailDerek Gaskins
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