Enhancing the Brand Experience For Ecommerce

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.

Center Store brands are pulling out all the stops to optimize their businesses for ecommerce. They are moving ahead quickly with plans and activities. Here’s how they are doing it.

By: Mark Baum, Chief Collaboration Officer, Senior Vice President, Food Marketing Institute <img src="https://www.fmi.org/images/default-source/photos-for-staff-use/online-ordering/20171129-fmi-home-shoot-0688_ed.jpg?sfvrsn=5623786e_2&MaxWidth=275&MaxHeight=&ScaleUp=false&Quality=High&Method=ResizeFitToAreaArguments&Signature=AA8F3C6502E3C72B9FEBB2C741A1C66B" data-displaymode="Custom" alt="20171129-FMI-Home Shoot-0688_ed" title="20171129-FMI-Home Shoot-0688_ed" style="float: right; margin-left: 10px;" data-method="ResizeFitToAreaArguments" data-customsizemethodproperties="{'MaxWidth':'275','MaxHeight':'','ScaleUp':false,'Quality':'High'}" />Here’s what to think about the latest ecommerce strategies in CPG:  Center Store brands are pulling out all the stops to optimize their businesses for ecommerce. They are moving ahead quickly with plans and activities. Here’s how they are doing it:  <ul> <li>Creating partnerships with on-line and omnichannel retailers </li> <li>Fostering direct relationships with consumers online</li> <li>Rolling out branding that aligns well with the web and mobile devices</li> <li>Creating packaging that is easier to ship</li> <li>Optimizing supply chain issues</li> </ul> Retailers need to understand these ecommerce moves at a time when consumers are looking to a wider variety of channels to solve their needs. Innovating Online:Snack industry giant Mondelez International has been ramping up its focus on ecommerce. The company’s net revenues from this segment grew more than 40 percent in 2017. The key to growth is viewing the ecommerce channel in its proper light, said Jeff Jarrett, Mondelez’s vice president, global head of Ecommerce, in a presentation at Grocerytalk.  “A lot of CPG brand managers today still think of ecommerce as a sales channel, rather than a marketing and innovation platform,” he said. However, the latter is where “we see big growth opportunities going forward. You need to leverage the information you have about consumers and engage with them.”  The company will be using ecommerce to drive “news and buzzworthiness” for its core portfolio, including through unique flavors and personalization. As one example, it is piloting an Oreo Cookie Club to offer unique flavors on a subscription basis.  Enabling Shopper Missions: Ecommerce can help drive sales in numerous categories because of its ability to support shopper buying missions.  A good example is the beer category, which involves a wide range of buying occasions. “The beauty of ecommerce is that different missions are enabled,” said Guilherme Lebelson, vice president of Global Ecommerce, AB InBev/ZX Ventures. ZX Ventures is a growth and innovation group within global brewer AB InBev. “There are so many discovery options in craft beer,” he said. “If you like this IPA, you’ll probably like that one.” Brands need to make investments in e-commerce to take advantage of the opportunities, he emphasized. “Five years ago you had to convince people to put marketing dollars into Facebook and Google. That was solved. Now it’s about investing in e-commerce.” Addressing Supply Chain: Individual CPGs don’t have full control over packaging and supply chain issues related to ecommerce. They need to rely on partnerships and collaborations to drive change throughout the industry. Oskar Kaszubski, vice president of Ecommerce Acceleration, Kellogg, urged industry players to come together to tackle supply chain issues. “Let’s sit down as industry to create similar packaging across products,” he said, explaining it will help with automation. “This will help us scale.” The opportunities, however, go beyond packaging. “We need to create a product consortium, work together, and solve issues such as packaging and last mile delivery. We need to work together with other CPGs on supply chain issues.” Moreover, a large CPG company like Kellogg needs to keep enhancing its product portfolio and move ahead quickly and skillfully in ecommerce.  “We need to advance or we’ll get out-innovated by smaller startups,” he said.  “E-commerce is a democratic platform. Anyone can start and build brand from the ground up.”  CPG brands are experimenting and learning as they navigate ecommerce. Retailers need to understand the strategies of these brands and consider innovative partnerships. The end goal is to make sure consumers find what they need, regardless of where they are in this omnichannel environment.

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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.