“What’s not to love about data?” That’s the view of Shianna Peace, loyalty manager at Altoona, Pa.-based Sheetz. Using data insights to not only learn about customers but to then create messaging that resonates with them is what she loves about her category. Sheetz recently has implemented a new digital platform, tested crypto currency use and started offering third-party delivery. Here’s more on the delivery and loyalty strategy changes Peace has led.

What’s new and exciting in your category?
Last year we implemented a new digital platform and have seen increased engagement from personalization in messaging we’ve delivered. We’re excited to continue to explore personalization beyond subject lines and text to product affinity, desired channel(s) to deliver messaging that connects with our customers.
We’re continuing to work with our category managers and vendors to identify personalized offers where gamification has increased engagement. It’s been fun to continue to bring our brand personality to life in recent challenges and realizing gains in engagement and retention.

Any recent changes to how you’re doing loyalty or delivery in your store?
We are testing Flexa pay (crypto) and offering third-party delivery with various partners.

What do you love about your category?
Data. Technology. Developing creative messaging. What’s not to love about data? It’s fascinating to not only learn more about your customers through the data but to then leverage the learnings to create messaging that resonates with customers’ interests and needs.

What are the biggest challenges?
Complex data. Data is great and provides so much value but can also be very challenging. When working with multiple data streams into one platform vetting and validating the data is critical. It’s really about having one source of truth.

How did the pandemic change your category?
Interestingly enough, the pandemic had a positive impact on loyalty. Customer messaging became a top priority from all aspects of the business. Curbside, SheetzGo and third-party delivery were all fast-tracked, providing more options for customers and lots more data.

What loyalty or delivery programs have done well in the last year?
Post-pandemic, curbside was fast-tracked to provide more options for customers. Curbside gives customers the flexibility to order and pay ahead, saving them time and delivering all their needs to them in the safety of their vehicle. Third-party delivery is another option for customers—again allowing them to order everything they need; delivering it to them.

What are you most looking forward to in 2022?
A new system integration. We’ve invested in a new digital platform that allows us to combine all of our customer data to provide personalized messaging on multiple channels.