Delek C-Stores Upgrade Checkout and Loyalty Tech

New initiatives update in-store and mobile customer experiences
convenience store checkout and loyalty

BRENTWOOD, Tenn. — Delek U.S. Holdings’ DK convenience stores are using checkout technology from Mashgin and a mobile rewards program from Stuzo to provide more personalization.

“The company’s focus has been on growth and innovation, but the key to harnessing this vision is to provide our customers with personalized, fast and convenient digital experiences. Basically, we want to provide more of what our customers want, and less of what they don’t,” said Darshan Gad, senior vice president of retail sales, marketing and innovation for Brentwood, Tenn.-based Delek US “We have recently taken steps to achieve this customer-centric vision by launching a new loyalty program, as well as implementing new in-store technologies that engage and delight our customers.”

In 2021, Delek integrated Touch-Less checkout into 25% of the DK stores, and rolled out the new High Octane Rewards customer loyalty program across the entire chain.

DK stores’ Touch-Less checkout is powered by Mashgin technology, which leverages computer vision to visually identify items presented from virtually any angle and instantly ring them up in a single transaction. The benefit to customers is that there is no need to look for and scan barcodes. Consumers place their items down and they are ready to pay. This technology has reduced checkout times by 67% and has resulted in a high customer adoption rate for the retailer, the company said.

The High Octane Rewards Program, now a mobile experience, provides members with amplified benefits informed by customer insights and preferences. The new program includes everyday 3 cents-per-gallon fuel discounts, bonus fuel discounts, in-store offers and more for High Octane members. Within the first 90 days of relaunching High Octane Rewards, powered by Stuzo’s Open Commerce Platform, Delek saw loyalty member baskets exceeding non-member baskets by 42%. In 2022, Delek and Stuzo will launch a new loyalty app with mobile payment capabilities, advancing Delek’s personalization efforts and convenience value proposition.

“Our vision of personalizing the entire customer experience is coming to life through these new programs, and we are proud of our marketing and innovation teams for their efforts to deliver on our brand promise of ‘Making Your Day a Little Easier,’” said Tony Miller, president of Delek’s retail division.

Delek U.S. Holdings is a diversified downstream energy company with assets in petroleum refining, logistics, asphalt, renewable fuels and convenience-store retailing. The c-store retail business operates 253 convenience stores in central and west Texas and New Mexico.

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