FriendShip Sees Increase in Loyalty Transactions

Rewards program boosting sales
Photograph: Shutterstock

FREMONT, Ohio — Retailer and wholesale petroleum marketer FriendShip said it has increased in-store visits by 5% and gallons purchased by 18% through targeted pump-to-store promotions since it launched a rewards program powered by Paytronix just less than one year ago.

To drive registrations, promotions through the program were communicated via exterior and in-store advertising and social marketing campaigns. Store managers received an incentive bonus for reaching 90-day enrollment goals, which added focus and excitement to the program during the transition from the old program to the new one, the company said.

“At FriendShip Stores, we know exactly how the loyalty program is performing, thanks to real-time data from Paytronix," said Kevin Campbell, director of marketing for FriendShip. "We are able to see unique guest habits and develop custom reports that provide us fast insights so that we can react quickly if we see something isn’t working. We can now fully engage with our customers, which is critical in making our loyalty program a success.”

Within a year, FriendShip reported that more than 15% of transactions are from program members. One store saw member transactions reach 28.5% of total transactions less than three months after the new program launched.

Based in Newton, Mass., Paytronix provides software-as-a-service (SaaS) customer experience management solutions for c-stores and restaurants. Paytronix works with more than 350 brands at 26,500 locations to build big data consumer insights that Paytronix generates from one-to-one engagement with its more than 286 million loyalty members across its customers’ brands.

FriendShip is the retail division of Fremont, Ohio-based Beck Suppliers, a family-owned and -operated retail and wholesale petroleum marketer founded in 1950. The first FriendShip convenience store was opened in 1986 by Bill and Brian Beck. Today the company operates 26 FriendShip and FriendShip Kitchen locations featuring FriendShip Famous Chicken and the FriendShip Rewards program.

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