KNOXVILLE, Tenn. — Pilot Flying J’s recently updated app has nudged the brand into a better standing on Stuzo’s digital ranking.
The app enables customers to select their driver profile before signing up, giving customers access to more customizability and pushing Pilot’s current overall score to 2.45. The driver profiles include professional driver, auto driver or RV driver.
“Offering a personalized experience gets consumers to visit more often and spend more when they visit, which should deliver net incremental lift in revenue for Pilot Flying J,” said Sandra Sydlik, marketing specialist for Philadelphia-based Stuzo.
- Click here to see Stuzo’s complete online ranking.
The ranking covers 100 convenience-store chains, measuring each chain’s digital presence, including mobile commerce, connected car, website and social media. Each company is ranked on a points-based system with a score of zero to 5 for each metric. Each metric is calculated using four more specific metrics. While this article examines the details behind the Pilot Flying J ranking, it is meant more as a profile than an attempt to compare it to competitors.
Click through for details on where Pilot Flying J stands in Stuzo’s c-store digital ranking, as well as information on the brand’s digital capabilities …
Mobile commerce: 2.35
App Performance: 4.22
Mobile Payment: 1.17
Loyalty Program: 4
Mobile Ordering: 0
In addition to providing customization for consumers, Pilot Flying J’s app also enables consumers to pay at the pump for diesel fuel. Professional drivers or preferred loyalty account holders qualify to receive a 3-cent gas or auto diesel discount when using the myPilot mobile app. In addition, consumers earn points and join clubs through the myRewards loyalty program, which offers instant redemption options for reserving showers, accessing Wi-Fi and more.
The new mobile app displays the consumer's rewards progress right on the home screen, allowing consumers to save and redeem offers in one simple click. Pilot Flying J does not offer any mobile ordering capabilities for freshly prepared food or grab-and-go premade food at this time. According to Sydlik, adding mobile ordering capabilities for food to the mobile app would add even more convenience to the consumers’ experience.
Loyalty Program Promotion: 4.67
App Promotion: 5
Pilot Flying J’s personalized experience for consumers extends website-based registration and log-in for their myRewards account. Consumers can see their transaction history, manage their loyalty card, view offers and reserve parking spots. The website also offers information about Pilot’s products, business services and reward programs.
The updated app is heavily promoted on the website's homepage, providing information about mobile offers and links to the Google Play and iTunes store to download the app. Pilot’s website does not provide any option for consumers to order ahead for food or convenience-store items.
Brand Responsiveness: 4
Frequency of Posts: 3
Creativity of Content: 3.5
Level of Engagement: 4
Pilot Flying J posts on social media two to three times per week. Sydlik called the content engaging, and it includes images, videos and posts about the Pilot Flying J racing team. Pilot Flying J engages with its consumers through social media, but Sydlik said the brand could post more frequently to increase brand loyalty. Its consumers are engaged as Pilot's posts receive a significant number of shares, likes and comments. Pilot also promotes its new mobile app by posting videos about the app's features and rewards program encouraging consumers to update or download the app.
Connected car: 0
Pilot did not score in the connected car metric, although this score is not unusual for c-store chains on Stuzo’s list. The metric is largely focused on the future. Stuzo predicts chains will put more resources into such initiatives as the industry evolves.
This metric measures the chain’s use of a car’s “infotainment” system on the dashboard, which will become more common as the capabilities of car platforms expand further.
Knoxville, Tenn.-based Pilot Flying J has more than 750 retail locations in 44 states, as well as roadside assistance at more than 135 locations nationwide as part of its Truck Care program; 44 Goodyear Commercial Tire and Service Centers; and 34 Boss Shops. It is No. 12 in CSP’s Top 40 update of its 2018 Top 202 ranking of c-store chains by number of company-owned retail locations.