Excentus Expanding C-Store Loyalty Services

Teams with Verifone to deliver digital punch-card rewards

DALLAS -- Excentus Corp., which owns and operates the Fuel Rewards loyalty program, is expanding its services to meet the needs of the convenience-store sector.

As part of this initiative, Excentus has announced a joint solution with payments solutions provider Verifone to support electronic punch-card loyalty programs within the Verifone Commander Site Controller.

Excentus provides loyalty programs for other retailers while managing its own program. With access to the Excentus platform, the nation’s 155,000 c-stores will be able to modernize, deploy and manage custom-built, fully branded loyalty programs that deliver a variety of offers and rewards in a highly competitive and increasingly mobile-first environment.

“Unlike traditional loyalty platform providers that offer only technology solutions or loyalty program design, we have created a model for loyalty program success by building and implementing it ourselves,” said Brandon Logsdon, president and CEO of Excentus, Dallas.

Since 2012, the nationwide Fuel Rewards loyalty program has saved millions of members more than $800 million on fuel from rewards they earned through purchases at 500,000 coast-to-coast locations, the company said.

“We have firsthand experience with all aspects of loyalty program development, management and execution, which is supplemented by a full suite of solutions and retail interfaces to manage content, rewards processing, marketing communications, promotional content, reporting and customer relationship management,” Logsdon said.

With the Excentus platform, c-store operators will be able to launch their own loyalty programs, offer a variety of rewards and propel themselves into mobile marketing, as well as:

  • Deploy custom-built, fully branded loyalty programs that support discounts, coupons, bonus rewards and Fuel Rewards program integration.
  • Launch iOS and Android apps, with minimal technology or hardware investments.
  • Simplify existing programs by leveraging a single, integrated platform that manages all loyalty program content and activities: offers, rewards management, promotions, CRM, marketing, segmentation, data and reporting.
  • Gain access to more customers through mobile, targeted and geo-location marketing initiatives.
  • Leverage data and consumer analytics to measure loyalty program success and fine-tune offers to improve engagement, activity and return on investment.


Excentus and Verifone have developed a solution to enable merchants using Verifone Commander Site Controller to offer their customers an electronic punch-card loyalty program. It will work with a mobile app as part of the standard Commander offering.

Excentus will host a portal for merchants to join and create a digital punch-card program. The program would then be available through a mobile app consumers can download to their smartphone, enabling access to punch cards.

“Convenience retailers are facing increased competition from drug stores, dollar stores, quick-serve restaurants and coffee shopswhich is why enhanced digital marketing and loyalty programs are critical to the future of the convenience retail channel,” said Logsdon. “Through our relationship with Verifone, we will provide retailers, who have not had a low-cost digital marketing and loyalty solution until now, with a robust mobile and omnichannel marketing feature that will help them grow their business.”

Starting in early 2017, Verifone will include basic punch-card loyalty functionalities on all Commander Site Controller and RubyCi installations. It will also offer a “white-label” version of the mobile app for retailers that want to lead with their brand.

“Our vision is to enhance experiences for consumers and merchants whenever they are interacting with our products,” said Dan Yienger, senior vice president and general manager of San Jose, Calif.-based Verifone’s global petroleum business.


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