Kum & Go’s Loyalty Revamp to Double Points

Late-summer app relaunch to add benefits
Kum & Go
Photograph courtesy of Kum & Go

Kum & Go plans to offer customers more option and more points with a loyalty-program relaunch set for this summer.

The Des Moines, Iowa-based convenience-store chain said it is revamping its loyalty program to provide customers with more choices and to offer enhanced e-commerce and mobile-ordering features.

“We are in the midst of a multi-year digital roadmap, and introducing a new app and loyalty program is central to achieving our goals and setting ourselves up to deliver differentiated experiences for our &Rewards members,” Levon Hooks, Kum & Go’s chief information officer, said.

Kum & Go said the new app uses a personalized interface to display information relevant to customers based on their past purchase activity. The app will let users select a designated store and prepay for fuel.  It is working with tech companies Orium, Contentful, Paytronix, NCR and PDI Technologies and aiming for a launch later this summer.

The company started working on a revamp of its &Rewards program in 2021. While a specific date for the revamped loyalty program hasn't been released, Director of Communications Taylor Boland said, "It will hopefully be in the next one to two months." 

“Throughout the entirety of this project, we repeatedly asked ourselves how we could level up the Kum & Go app to not just be another app, but one of our customers’ favorite apps,” said Matt Anderson, director of digital customer experience at Kum & Go. “To make it a favorite, we knew we had to create a digital experience rewarding enough for our loyal customers, and that’s exactly what we went and did.”

Double Points

Loyalty program members will be able to choose from redeeming &Rewards points for fuel discounts or for &Rewards Cash for in-store or in-app merchandise and foodservice purchases. Members will receive 10 points for every dollar spent, up from five points per dollar spent currently, and 5 points per gallon of fuel purchased, according to the company’s marketing materials. 

The family-owned company agreed in April to be acquired by Maverik. Both chains have about 400 locations. Boland said Tuesday no new information was available on the transition.

Separate from the loyalty program revamp, Kum & Go is running a summer sweepstakes promotion with prizes ranging from free food and beverage items to free fuel for a year. Customers receive sweepstakes entries when they register for the sweepstakes with their &Rewards member ID number and with purchases over $10.

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