Rutter’s and Paytronix Partnership Lifts Store Visits 25%

And 37% of purchases are from loyalty members
Paytronix and Rutter's
Photograph courtesy of Paytronix

Since Rutter’s launched Paytronix Online Ordering in March, there has been a 25% increase in visits, and 37% of purchases have been attributable to loyalty.

Rutter’s combined Paytronix Online Ordering with loyalty to build a digital guest engagement program. With one of the largest menus in the industry, digital channels offered the best opportunity for growth, according to Paytronix.

Rutter’s only released online ordering to its VIP loyalty members. The additional sales channel enabled the brand to reach new customers, driving the penetration rate to a historical high. Today, 37% of all checks Rutter’s receives are attributable to loyalty.

Prior to adding online ordering, Rutter’s customers waited for made-to-order items in crowded stores. Online ordering also offered Rutter’s a way to reinvigorate its loyalty program and provide customers with more a personalized and convenient digital experience.

Rutter’s order-ahead feature has enabled customers to receive their orders faster. The chain has seen a 25% increase in visits among its 1.7 million loyalty members.

“At Rutter’s we’re determined to be the best in every category, meeting every customer’s needs with convenience and unparalleled value,” said Chris Hartman, vice president of fuels, advertising and development. “Paytronix has provided a strong guest engagement strategy that’s enabled us to stay ahead of a constantly evolving industry. Adding online ordering to our loyalty program has deepened that engagement, reaching more customers where they are, and giving them yet another reason not to go anywhere else.”

Finally, Rutter’s loyalty and online ordering are saving customers time and money. That kind of value creates deeper engagement with the brand, according to Paytronix. Rutter's most valuable loyalty members are spending 10% more with every visit, and they’re visiting more often.

  • Rutter’s is No. 82 on CSP’s 2023 Top 202 ranking of U.S. convenience-store chains by store count.

Rutter’s is a privately held chain of convenience stores based in York, Pennsylvania. It operates 84 locations in Pennsylvania, Maryland and West Virginia.

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