Technology, Loyalty and Millennials

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.

Millennials continue to lead the way online in using the same-day and next-day delivery models but also in subscribing to meal kits and in taking advantage of online touchpoints for food service takeout or delivery.

By: Chad Ross, Manager, Industry Relations, Food Marketing Institute <img src="https://www.fmi.org/images/default-source/photos-for-staff-use/product-scanning/fmi-12092014_393_e_web.tmb-large-350-.jpg?sfvrsn=3fe19a6f_1" data-displaymode="Thumbnail" alt="FMI-12092014_393_e_WEB" title="FMI-12092014_393_e_WEB" style="float: right; margin-left: 10px;" />As a Millennial, I use my smartphone to connect with friends, hail rides, track bank accounts, and find a pet-sitter when I head out of town on the weekends. With this mobile technology integrated into my daily life, it’s no surprise my generation is at the forefront of adapting digital tools to support their in-store shopping needs.  <h4>Millennial Grocery Shopping Trends</h4> More than nine in 10 Millennials (92 percent) own smartphones, according to new <a href="http://www.pewresearch.org/fact-tank/2018/05/02/millennials-stand-out-for-their-technology-use-but-older-generations-also-embrace-digital-life/">Pew Research Center data</a>. <a href="http://www.fmi.org/grocerytrends">FMI’s 2018 U.S. Shopper Grocery Trends report</a> finds Millennials widely differ from previous generations in our use of digital tools as part of our ongoing exchange of information with stores and use of reward/loyalty cards. Millennials, especially those with children, continue to make regular use of their smartphone in the grocery aisle. Trends reports 56 percent of Millennial parents use at least one grocery-related app and manage their busy lives with a variety of mobile apps to find in-store items, coupons, sales recipes or product review. Millennials continue to lead the way online in using the same-day and next-day delivery models but also in subscribing to meal kits and in taking advantage of online touchpoints for food service takeout or delivery.  <h4>Loyalty Among Millennial Shoppers</h4> Trends reports 90 percent of Millennials (with and without kids) engage with a supermarket or grocery store through rewards cards or accounts. As this digital landscape continues to change, stores need to align, complement or integrate rewards/loyalty programs with mobile accounts rather than replace them.  FMI and Precima’s Next Generation Loyalty: Part One study finds, more than three-fourths of shoppers say they allocate more than half of their household grocery expenditure to a single store. However, primary does not equal exclusive. Among these shoppers, only three in 10 allocate more that 70 percent of their spending to a primary store.  Shopper loyalty is not a card or a program or an initiative; loyalty must be earned by consistently satisfying the needs of shoppers better than the competition. The use of technology and mobile apps are one spoke on the wheel of customer satisfaction, it is a tool that will help us increase loyalty but alone does not guarantee it. Find more about <a href="http://www.fmi.org/grocerytrends">U.S. Grocery Shopper Trends</a> and <a href="https://www.fmi.org/blog/view/fmi-blog/2018/06/25/new-technologies-drive-next-generation-loyalty">Next-Generation Loyalty</a> in the reports.

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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.