More than 100,000 Downloads of Speedway App

New features on way, including digital coupons

ENON, Ohio -- Speedway LLC’s Speedy Rewards mobile app has been downloaded by more than 100,000 users since its introduction in late October, according to a report in the Dayton Daily News.

"We serve a need for people on the go, so at a basic level our objective was to take all the key features that customers use on our website and put them into the palm of their hands," Christi Frizzell, Speedway's manager for customer relationship, told the newspaper.

The Speedway app gives customers instant access to gas prices, store locations and directions. It also provides Speedy Rewards members access to their account information, transaction history and a digital version of their rewards card. In addition, the app gives Speedy Rewards Pay Card members a mobile payment option.

The convenience store retailer turned to a Dayton-area technology startup to take its successful customer loyalty program digital.

Marxent Labs of Kettering, Ohio, developed the new Speedway mobile application for the Enon, Ohio-based c-store chain, which has about 1,460 stores in seven Midwest states.

Developing the Speedway mobile app was "complex" because of the company's large, active daily user base, said Beck Besecker, Marxent's chief executive. "This definitely could be a high volume-use app.”

Speedway has more than 3.5 million active Speedy Rewards loyalty program members, company officials said. The free mobile app, available for both iPhone and Android, has been downloaded by more than 100,000 users since late October.

Speedway's customers have responded positively to the app, according to company officials and online reviews. "Customers like the app and are using it on a regular basis, which is our No. 1 metric," Frizzell said.

Marxent focused on creating a good user experience for customers navigating the app, Besecker said. The app also needed to connect with Speedway's business systems in a seamless way, and be fast and reliable.

Speedway already has rolled out some enhancements to the app and plans to introduce new features such as digital coupons in 2013, she said.

Speedway is the nation's fourth largest company-owned and -operated convenience store chain, serving about 2 million customers a day, according to parent company Marathon Petroleum Corp. Last year, Speedway sold about 2.9 billion gallons of transportation fuels and an additional $2.9 billion in merchandise, officials said.