Loyalty programs, even app-based ones, are more affordable than ever, said Kellen Cromie, marketing director at Glassmere Fuel Service, during the 2025 NACS Show, held Oct. 14-17 in Chicago.
Loyalty programs don't just reward customers; they provide the same kind of data that big chains rely on, like purchase behavior, contact info and the ability to push texts and emails, he said.
When Glassmere Food Mart launched its loyalty program about five years ago, signups were strong, market baskets were high and engagement was strong, Cromie said. But within a year, user activity dropped.
Cromie said the team expected the new user decline given there’s not that many new people coming through the stores. What they didn't expect was a large drop in engagement. The program went from a 49% active user rate to less than 30%.
“We had a great program, sleek, new and a branded app, filled with great deals, and it was designed as simple and frustration-free as possible, but we still needed to re-energize it,” Cromie said.
That's when they launched their monthly discount. Rather than the usual 3 cents off per gallon for loyalty members, members would get 15 to 20 cents off per gallon of fuel, including diesel, once a month. Glassmere also offered $1 hot dogs, free coffee and other specials. To promote that one day a month, the convenience store sent texts and emails a week in advance and day-of.
After the discount day launch, Glassmere’s loyalty program membership grew by 22%, and active loyalty members rose to 55%.
“Most importantly, they're not just showing up on monthly discount day,” Cromie said. “They're consistently coming.”
On average, Glassmere’s discount day increases fuel sales by 28% and in store sales by 10% versus the same day of the week the week prior.
He explained that despite the announcement, members typically do not delay purchasing fuel, noting that historically, sales have dropped by less than 1% between the announcement and the sale date.
“The numbers, they're great, but the engagement by customers, and most importantly, employees, is what really drives loyalty and keeps us connected to customers, especially when they're not in the store,” Cromie said. “That's how independents can act like the big chains without spending [like them].”
Family-owned Glassmere Fuel Service is a Tarentum, Pennsylvania-based fuel and convenience-store operator. While primarily a heating oil, propane and fuel supplier, it also operates Glassmere Food Mart convenience stores.
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