Technology/Services

S&G Stores Launches New Loyalty Program

Retailer rewards $25,000 to one customer in promotional drawing
S&G Stores LLC Real Deal Rewards Contest
Photograph courtesy of S&G Stores

SYLVANIA, Ohio — Following the launch of its new customer-loyalty platform, S&G Stores LLC awarded $25,000 in its promotional Real Deal Rewards Contest and is planning additional promotions during a new membership drive campaign in late summer.

S&G Stores, a chain of 73 convenience stores in Michigan and Ohio, launched its Real Deal Rewards program in August and encouraged customers to join with the drawing. From Aug. 30 until the end of 2021, customers who registered for the loyalty program were entered into the random drawing to win the $25,000 promotional prize. A customer S&G is identifying only as “D.T.” won the money. He is pictured above along with (from left) Neal A. Frandsen, vice president of marketing; “D.T.;” Brian Thevenin, loyalty manager; and Rich Van Meter, vice president of operations.

S&G Stores developed Real Deal Rewards with its loyalty provider Paytronix. “Partnering with Paytronix gave us some more capabilities that we didn’t have with our previous [program],” Frandsen told CSP Daily News. “We can offer a broader scope of promotions, target the consumer with more individualized promotions, and use geo-fencing to reach out to our existing loyalty customers that are within a 2 mile radius of our stores with promotions that cater to their buying patterns as well as enlarge and enhance our club offerings.

“Additionally, we can data mine at a much deeper level and slice and dice loyalty metrics with Paytronix in a manner that we couldn’t do before.”

The program itself awards members with 20 points for each qualifying purchase and 10 points per gallon on all fuel purchases. Customers can redeem 1,000 points for 1 off and qualifying purchase in store or convert points online for 5 cents or more off each gallon of gasoline when redeemed at the pump.

The program also “buy six and get the seventh item free” rewards on many items.

  • S&G Stores ranked No. 106 on CSP’s 2021 Top 202 list of the largest c-store chains in the United States. Watch CSP Daily News for an updated Top 202 list in June.

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