Convenience retailer TXB has leveraged gamification for four years, said Ben Hoffmeyer, vice president of marketing and merchandising at the 51-store chain based in Spicewood, Texas.
Customers can play a game in the loyalty app once every day to earn rewards, which has been successful for app downloads and generating sales, he said.
Hoffmeyer is part of the digital customer experience committee on CSP's C-StoreTEC board. The team focused on app engagement, loyalty programs and websites.
TXB is No. 136 on CSP’s 2024 Top 202 ranking of convenience-store chains by store count.
“We're really expanding on it, and the vendor community has been really supportive of it, so much so that we've had to turn vendors away,” said Hoffmeyer at the C-StoreTEC event, which took place Oct. 28-30 in Schaumburg, Illinois.
TXB targets fuel-only customers that have never set foot in store, he said. TXB does campaigns where fuel customers receive offers inside the store via texts or in-app messaging while they are pumping fuel.
“We've seen a lot of success of targeting fuel customers initially, but we've now expanded that to food customers, meaning breakfast customers that don't shop lunch or lunch customers that don’t shop dinner,” said Hoffmeyer. “They've already tried our food, so now we're giving them free delivery offers or discounts to get them to try another service through our platform.”
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