Marketing Moment: Reflections from a Road Warrior

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Reflections from a Road Warrior: The Power of Clean
Bathrooms and Good Coffee
A Distributor Channel Marketing Moment

By Desiree Grace

Early in my career, I logged a lot of miles in a company car across the Midwest. One of the first lessons I learned was where to stop, and where not to stop, for coffee, fuel, and the inevitable bio break. I quickly became a fan of Casey’s, and there’s a lot we can learn from them.

Casey’s understands how to deliver what matters. It’s not just the gas. It’s the clean bathrooms, the fresh hot coffee, the decent beverage selection, and the surprisingly good pizza. For road warriors, those details add up. Some aspects of their customer experience aren’t obvious, but they clearly figured out what their travelers value.

Let’s be honest: not all rest stops are created equal. For those of us who prefer a non-unisex bathroom, ample paper products, and reliable soap, Casey’s is a safe bet. I’ve had more than one unpleasant surprise in less-than-sanitary gas station bathrooms. Since this is a professional publication, I’ll spare you the horror stories, but trust me, cleanliness is underrated. Casey’s, on the other hand, has it figured out.

I even planned my gas stops around Casey’s locations just to save myself the aforementioned unpleasantness. Other brands operate on a similar model, Buc-ee’s in Texas and Wawa in New Jersey, for example. They’ve built reputations as providers of gas and so much more.

So what does this have to do with industrial and electrical supplies? Everything.

These companies have mastered the elusive Customer Experience. You can, too. One electrical distributor I admire installed outdoor pickup boxes for before- and after-hours deliveries. Another built a drive-through warehouse pickup that includes handing you a hot coffee or ice-cold water through the truck window. Others offer assembly work or kitting services.

These small but meaningful touches create a positive customer experience and, in turn, create loyalty. Customers are willing to go out of their way, or even plan their route, to do business with a supplier who makes life easier. They’ve figured out what matters most to their customers. And yes, oftentimes that includes a clean bathroom.

If you need help identifying what matters to your customers, call River Heights Consulting. We help road warriors, rep agents, distributors, and manufacturers gain insight into their customers’ current and preferred experiences. We’ll help you offer what matters most, even if it’s as simple as a hot cup of coffee or a cold bottle of water.


About the Author


Desiree Grace is a seasoned distribution executive and thought leader with a passion for turning everyday experiences into business lessons. She helps leaders see the customer journey in new and profitable ways. She also loves a mean cuppa Joe.


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