Maverik Shifts Adventure Club Into High Gear

Paytronix applies one-to-one marketing to loyalty program

SALT LAKE CITY -- Maverik is moving its Adventure Club loyalty program under the purview of Paytronix.

“Now we have a powerful system that can do a whole lot more, especially with custom promotions and one-to-one marketing,” said Aaron Simpson, chief marketing officer of Salt Lake City-based Maverik Inc. “Marketing and loyalty is all about changing behavior, and Paytronix gives us capabilities we’ve never had. One-to-one offers make guests feel like they’re getting a personalized deal. It adds to the brand by making every engagement with Maverik a unique and rewarding adventure.”

Machine learning enables the Paytronix proprietary algorithms to find the right offer for an individual and deliver it at the proper time to motivate the next visit. A visit challenge could feature a universal offer such as, “Visit five times in the next four weeks and get a free coffee.” Every portion of the offer can be tailored to each guest. There are thousands of permutations.

“Maverik is future-proofing its program. Customers are ready for this new way of matching offers with individuals,” said Andrew Robbins, president of Paytronix. “We have seen a five-times improvement in results when true one-to-one marketing is in play. Reaching guests with offers that are most likely to motivate behavior moves the sales needle faster than we’ve ever seen before.”

“Ultimately my job is to increase sales and profit,” said Simpson. “Paytronix delivers measurable loyalty marketing results so I can clearly identify what return I’m getting from marketing efforts and spend. There aren’t many tools in marketing that allow you to do both of those, and Paytronix does them both well.”

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 330 customers to build big data consumer insights that Paytronix generates from one-to-one engagement with its more than 165 million loyalty members across its customers’ brands.

Maverik, which calls itself “Adventure’s First Stop,” has more than 315 c-stores in 11 states. The chain targets young adventure seekers and outdoor enthusiasts by establishing itself as a “base camp” for activities such as off-roading, biking, canoeing and mountain climbing and incorporating them into the stores’ concept and decor.

Photograph: Shutterstock

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