RaceTrac, Atlanta, launched a new rewards app that gives customers easy mobile ordering access and personalized fuel pricing. It also helped the chain perform well in the loyalty portion of the 2024 Mystery Shop audit.
- RaceTrac is No. 17 on CSP’s 2024 Top 202 ranking of convenience-store chains by store count.
CSP's annual Mystery Shop audit is completed in partnership with Intouch Insight, an Ottawa, Ontario-based data analysis firm. The audit assesses convenience-store chains with two types of studies: a revealed audit, which accounts for 60%, and a covert audit, which accounts for 40%. A total of 1,003 store visits were conducted between April 3 and May 9. Nouria Energy, Worcester, Massachusetts, received first place; Stinker Stores, Boise, Idaho, took home second place; and Tri Star Energy, Nashville, scored third overall.
In the 2024 Mystery Shop audit, RaceTrac scored in the upper half of participants in the interior (97.2%), dairy cooler (92.7%), fountain drinks (95.7%) and coffee (98%) categories of the revealed audit. It was also tied for second place in the loyalty program portion of the revealed audit, at 99%.
The original app launched in 2016—but a lot has changed since then, said John Friess, RaceTrac’s senor communications manager.
“RaceTrac Rewards has seen substantial growth, and our RaceTrac footprint has expanded into new markets and store types that has changed our user base and what they need from RaceTrac’s app,” he said. “From commuters and road-trippers to professional drivers and EV-enthusiasts, we’ve enabled the new RaceTrac [app] to cater to the unique needs of each and position us to be nimble so we can address new requirements as needs change.”
The RaceTrac Rewards app allows customers to scan their rewards barcode at checkout to redeem points. Customers can also use their phone number at the pump to earn points. Customers can earn four points for every $1 spent on qualifying products and 1 point for every gallon of fuel purchased. RaceTrac Rewards also has a VIP membership program where customers pay $2.49 a month for enhanced rewards.
RaceTrac’s digital guest experience team developed the app in-house, Friess said. Key enhancements include:
- More personalization, including personalized fuel pricing based on a customer’s fuel discounts available through RaceTrac Rewards.
- Faster loading speeds.
- Easy mobile ordering access so customers can pick up their products in-store or have them delivered to their home.
- The ability to track and redeem points from the homepage with a swipe and a tap.
- The ability to favorite stores for easy access and personalized offers.
- A new digital assistant so users can get quick answers to FAQs or chat with a live agent.
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