Next-Generation Loyalty: Get it Right in Food Retailing

Promoting and Advancing Petroleum Marketing, Retail Grocery, and Convenience Stores in West Virginia

Driving Local Business and Community Growth Across West Virginia

Our Purpose and Commitment

OMEGA is a West Virginia-based organization dedicated to supporting and advancing the business interests of the state’s petroleum marketing, retail grocery, and convenience store industries.

As a network of over 225 locally owned businesses, OMEGA actively promotes cooperation, advocates for favorable legislation, and provides education and resources to its members. With over 50,000 employees, OMEGA members significantly contribute to the state’s economy, generating more than 10% of all state taxes and supporting local communities through scholarships, charitable donations, and civic involvement.

OMEGA is committed to fostering industry growth while serving West Virginians with essential services like fuel, food, and convenience.

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Join a Community that Champions, Connects, and Elevates!

Your Essential Connection in West Virginia

OMEGA offers three types of membership: Convenience Store Members, Petroleum Marketer Members, and Grocer Members, all of which play a vital role in providing fuel, food, and essentials across West Virginia. As a liaison with state and national agencies, OMEGA works closely with organizations like NACS, PMAA, FMI, and the N.G.A. to advocate on behalf of its members.

We keep members informed through newsletters, legislative updates, an online resource hub, and educational seminars. Additional member benefits include access to the Encova Workers’ Compensation Discount Program and participation in our annual Trade Expo and fundraising efforts for children’s charities. OMEGA is here to support, advocate, and enhance the success of our industry members.

Having a loyal customer base is one sure-fire way to effectively compete in today’s ultra-competitive marketplace, but too often loyalty is viewed as a card, program or an initiative. Loyalty is not something you do—loyalty has to be earned, repeatedly and consistently over time.

By: Pat Walsh, Chief Business Development Officer, and Vice President of Supply Chain, Food Marketing Institute <img src="https://www.fmi.org/images/default-source/photos-for-staff-use/check-out/20151208-fmi-189r-web.tmb-large-350-.jpg?sfvrsn=8cbd9a6f_1" data-displaymode="Thumbnail" alt="20151208-FMI-189r-WEB" title="20151208-FMI-189r-WEB" style="float: right; margin: 10px;" /> Having a loyal customer base is one sure-fire way to effectively compete in today’s ultra-competitive marketplace, but too often loyalty is viewed as a card, program or an initiative. Loyalty is not something you do—loyalty has to be earned, repeatedly and consistently over time. The best way to earn the loyalty of customers is for retailers to satisfy customer needs better than the competition. After all, if a shopper has all their needs satisfied by a single retailer then why would they choose to shop elsewhere? Retailers need to take a more holistic approach to loyalty than simply viewing it as the domain of the loyalty team. Retailers need to look at loyalty in 3D, meaning: <ul> <li>Loyalty as a strategy – Defining, measuring and allocating resources to earn customer loyalty.</li> <li>Loyalty as an outcome – Understanding and satisfying customer needs and preferences across all elements of a shopper’s path to purchase.</li> <li>Loyalty as a program – Delivering a meaningful value proposition to shoppers while attaching a unique customer identifier to as many transactions as possible.</li> </ul> If retailers take a 3D approach to earning customer loyalty they will maximize their chances of building a loyal customer base that will allow them to compete and thrive on a sustainable basis Attendees of this year’s <a href="http://www.fmi.org/midwinter">Midwinter Executive Conference</a> can join two sessions on loyalty: <ul> <li>Rapid Lightening Round- hear insights into recent loyalty research on Saturday, January 27th, 4:00 – 6:00 in the Keynote session</li> <li>Next-Generation Loyalty: Get it Right in Food Retailing - a round-table discussion on how loyalty means different things to different generations on Sunday, January 28th at 1:30 p.m. </li> </ul> Learn more in the <a href="https://www.fmi.org/midwinter-conference/agenda/agenda-at-a-glance">agenda</a> and at <a href="http://www.fmi.org/Midwinter">www.FMI.org/Midwinter</a>.

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Supporting West Virginia Communities

OMEGA members play a vital role in West Virginia, supporting communities through substantial tax contributions and a wide-reaching presence across the state. With over 55% of the population living in border counties, our members are dedicated to serving both local and regional needs. Beyond business, we’re proud to give back, having contributed over $3.1 million to children’s charities since 2003, reflecting our commitment to making a positive difference.