DAK’s Market Goes Digital With Rewards

New app for loyalty members gives in-store credit and gasoline savings
DAK's Market
Photograph: DAK's Market

With a new loyalty app, DAK’s Market is making it easier for customers to earn and use points for cents off at the pump or dollars off in-store credit.

The downloadable app allows customers to earn rewards with their first qualifying purchase, the company said. Rewards points accumulate and can be used for gas purchases or for food, beverage and home goods purchases at its convenience stores. 

The Sapulpa, Oklahoma-based convenience store partners with Phillips 66 for fuel and offers dining and grab-and-go meals at its convenience stores. Besides a location in Sapulpa, it has a convenience store in Lancaster, Texas, and it plans to open two stores in Kansas this year, the company said.

For every dollar spent on qualifying goods, its rewards loyalty members earn 10 rewards points. For every gallon of gas purchased, they earn five points. Customers receive 5 cents off at the pump for 250 rewards points and $5 of in-store credit for 1,000 points.

New app users receive an offer for a free fountain drink with any purchase. Coffee and fountain-drink customers using the app receive a free beverage after every sixth drink purchase. While DAK’s will allow customers to earn points with a physical loyalty card, they are required to register online or download the app to convert the points to rewards dollars, the company said.

Parker’s Updates App

As apps become more common, many retailers are considering what rewards to offer. Some are rolling out new versions based on new technology or new marketing programs. Yesway recently switched app-rewards providers to Stuzo as it seeks more loyalty members. The c-store retailer also allows customers to use a physical card instead of downloading its app.

In Georgia, Parker’s released a new version of its app this month with an improved design and added security to make it more user friendly, the company said.

Both DAK’s and Parker’s apps are available for download from the App Store or Google Play. Parker’s new app allows time-pressed customers to order and pay for food while pumping gas, then pick it up inside the store. The company also plans to add games and curated content in the future.

“Our latest enhancements include more personalized offerings and messaging, as well as faster access to our current discounts and promotions. Our goal is to understand and engage with our customers at a new level,” said Parker’s Loyalty and Brand Manager Nick Hand.

Like DAK’s, Parker’s Rewards program offers both cents off at the pump and discounts on in-store purchases.

Parker’s customers earn one point for every $1 they spend in the store, with 25 points redeemable for 10 cents off the per-gallon fuel price at the pump. Points can be saved and stacked for up to $1 off the per-gallon price. Other promotions offer free products with a purchase or a discount off foods and beverages.

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