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Technology/Services

Break Time Wins With Tiered Loyalty Program

C-store brand receives accolade for monthly rewards challenge
Photograph: Shutterstock

COLUMBIA, Mo. — MFA Oil's Break Time Convenience Stores has won the 2019 Paytronix Loyaltees Award for marketing innovation in recognition of its MyTime Rewards tiered loyalty approach to rewarding customers for visits. Break Time realized significant impact from the tiered program, with 42% of all transactions tied to MyTime Rewards loyalty, according to the companies.

Working with Newton, Mass.-based Paytronix, Break Time designed MyTime Rewards based on four progressive tiers, rewarding customers for visits and spend, and motivating guests to move up to the next tier based on their behavior. Upon registration, guests begin in the Start Time level, earning a free fountain drink or coffee each month, and a birthday reward. The more they visit, the more they earn. After four visits, guests move up to the Play Time level, earning two free drinks per month and a fuel discount. With increased visits per month, guests can continue to reach two additional levels, earning escalating rewards.

The MyTime Rewards tiers encourage customers to maintain status, because they must requalify every month, then compete to rise up the tier structure again for better rewards.

Columbia, Mo.-based Break Time incorporated its consumer-packaged goods partners and their associated promotional dollars into the loyalty program, bringing added excitement as well as the financial support to run most promotions at no cost to Break Time, the company said. The results included a 2% increase in gallons pumped and a 25.6% increase in customer spend.

“We wanted a loyalty program that’s truly unique to Break Time, and that really understands and fits our customers and their shopping habits,” said Anita Bichsel​, marketing manager for Break Time Convenience Stores​.

Using Paytronix's many different ways to maximize the MyTime Rewards program, Break Time is offering custom promotional offers to draw more people through the door.

“Paytronix automates our loyalty program, marketing to the right people at the right time so we can engage the extra customers to motivate new behaviors,” Bichsel said. “Paytronix is a true partner for us, making a big difference with Break Time’s marketing programs.”

“MFA Oil Break Time is a thought leader in convenience-store loyalty programs,” said Michelle Tempesta, head of marketing for Paytronix. “They wanted to push the envelope to stand apart from competing programs and were able to deliver an engaging, compelling program to Break Time customers thanks to the flexibility of the platform.”

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