Retail Disruption Watch (January 2020)
CHICAGO — Loyalty in convenience stores is changing as it becomes more prominent.
Today’s c-store rewards programs usually have a payment component, which allows retailers to potentially spend less on interchange fees and keeps the brand in front of the customer. Many new loyalty programs also integrate a data component, allowing the retailer to better track customer spending habits. Some have added other creative features, such as a charity or gamification component.
Click through for six recent examples of new or updated c-store loyalty programs illustrating the new normal for the industry …
Enjoy Rewards from Enmarket is both a loyalty program and a payment program. Enmarket is currently rolling it out; it will enable customers to earn fuel discounts by buying gas or diesel fuel as well as food and other merchandise inside the store. The discounts can amount to $2 off per gallon on fuel purchases. Other features include discount clubs and registration rewards.
Savannah-Ga.-based Enmarket is No. 55 on CSP’s 2019 Top 202 list of c-store chains by number of company-owned retail outlets.
The BPme app recently replaced the BP Driver Rewards program, which ended Sept. 30, 2019.
With the BPme app, consumers can complete their fueling transaction directly through a mobile device, so they can avoid swiping a credit card or using the PIN pad. The app also combines all fuel rewards into a single place to track, receive additional savings and automatically apply rewards to purchases.
London-based BP is No. 7 on CSP's 2019 Top 202 list of U.S. c-store chains by number of company-owned retail outlets.
Casey's General Stores
Casey’s unveiled its first loyalty program in January 2020 with Casey’s Rewards. The program enables customers to earn and track points on eligible purchases any way they shop at Casey’s—in-store, online, at the pump or over the phone. As soon as customers earn 250 points, they can redeem them in a variety of ways, including converting points into Casey’s Cash, which can be used to pay for items inside the store, redeem points for cents off fuel or turn points into a donation to a school.
Ankeny, Iowa-based Casey’s General Stores is No. 4 on CSP's 2019 Top 202 list of c-store chains by number of company-owned retail outlets.
Chevron’s ExtraMile stores recently partnered with KickBack Rewards to revamp the Extras loyalty program. The updated program uses KickBack technologies and program management services to integrate the Extras reward program in the various point-of-sale solutions that ExtraMile franchisees use. Also, the enhanced Extras program allows franchisees to participate in and offer vendor-sponsored discounts as well as comply with any data reporting requirements.
San Ramon, Calif.-based ExtraMile is No. 10 on CSP’s Top 202 list of c-store chains by number of company-owned retail outlets.
High’s now offers mobile debit payment and personalized rewards through High’s Rewards and Carroll Pay at all locations. The new program is another step in the chain’s “digital reboot,” which began when it adopted Skip Checkout to allow customers to forgo the line by scanning items and paying with their mobile devices.
Baltimore-based Carroll Independent Fuel Co. acquired High’s in 2012. High's is No. 134 on CSP's 2019 Top 202 ranking of c-store chains by total number of company-owned retail outlets.
Twice Daily recently partnered with ZipLine to offer Twice Daily Rewards and TD Debit. The program is marketed across both the Twice Daily and White Bison Coffee brands. Twice Daily Rewards include points-based rewards, several clubs and fuel savings. In a play on its brand name, Twice Daily is rewarding double points when consumers transact on their second daily visit.
Twice Daily's parent company, Nashville-based Tri Star Energy, is No. 71 on CSP’s 2019 Top 202 ranking of c-store chains by number of company-owned retail outlets.