Ricker's Extends Reduced Emissions Fuel Program
INDIANAPOLIS — After a successful pilot, Ricker’s Convenience Stores is extending Replenish, a reduced emission program powered by GreenPrint, for an additional two years.
Every time a customer pumps any grade of fuel at Ricker’s, the Replenish program calculates their vehicle’s tailpipe emission and invests in forestry, planting trees, alternative energy, and other projects that remove carbon from the atmosphere.
In addition to delivering on traditional sales metrics, the Replenish program generates loyalty and goodwill for Ricker’s, the company stated. In a consumer survey of more than 400 customers, Ricker’s Net Promoter Score (NPS) used a gauge loyalty and customer’s propensity to promote a brand, increased from 40 to 47 in less than six months.
According to the company, the increase was driven by customer awareness of the Replenish program who reported an NPS average of 50. 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, NPS creator Fred Reichheld said.
Additional findings indicate that customers are directing more of their monthly fuel trips to Ricker's and making up to 15 percent 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," said Quinn Ricker, president and CEO of Ricker’s. "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."
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.
To promote the Replenish program, potted trees are planted near the pumps. Ricker’s also hosts quarterly local tree planting volunteer projects to help give back to the community.
"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. The program has also offset more than 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.
Founded in 1979 by Jay and Nancy Ricker, Ricker's has 56 convenience stores and is known for its RickerPop fountain drinks.