Technology/Services

GPM Reboots Loyalty Program

Customers can earn discounts on in-store items of their choice
GPM loyalty app
Photograph courtesy of GPM

RICHMOND, Va. GPM Investments is relaunching its customer loyalty program, fas Rewards. The new fas Rewards program allows customers to earn up to 4% in loyalty points, double the current 2% level, and has enhanced communications with customers based on personal information and shopping behaviors.

The enhanced fas Rewards program rolled out in the vast majority of GPM stores on Nov. 4, 2020, and will available in all locations by first-quarter 2021, including retail stores acquired in the recent Empire Petroleum acquisition.

“We are constantly looking for ways to bring value to our customers and to thank them for shopping at one of our over 1,350 stores,” said Arie Kotler, CEO of GPM. “fas Rewards does just that when customers shop our stores, earn points, and redeem their fas Bucks.” 

When a customer joins, they are immediately rewarded with 10 cents off per gallon of fuel, up to 20 gallons, depending on state restrictions.

In addition to the enrollment reward, enhancements include the chance to:

  • Earn 10 points for every $1 spent inside.
  • Earn 5 points for every gallon of fuel purchased.
  • Reach 250 points and choose from either $1 fas Bucks or 5 cents off each gallon of fuel up to 20 gallons.
  • Receive fas Rewards greetings for birthday deals, reward expiration reminders, special offers and more.

Based in Richmond, Va., GPM was founded in 2003 with 169 stores and has grown through acquisitions to become the seventh largest convenience store chain in the United States, with, prior to the Empire acquisition, 2,930 locations comprised of 1,350 company-operated stores and 1,580 dealer sites to which it supplies fuel, in 33 states and Washington, D.C. GPM operates in three segments: retail, which consists of fuel and merchandise sales to retail consumers; wholesale, which supplies fuel to third-party dealers and consignment agents; and GPM Petroleum, which supplies fuel to GPM and its subsidiaries selling fuel in both the retail and wholesale segments, as well as subwholesalers and bulk purchasers.

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