Thorntons Couples Loyalty With CPG-Funded Offers

Paytronix tech integrates with Koupon marketing database

LOUISVILLE, Ky. -- Convenience-store retailer Thorntons Inc. is using Paytronix’s rewards program leveraged with Koupon Media’s mobile offer capabilities and database of consumer packaged goods (CPG)-funded offers. With the Paytronix and Koupon Media partnership, brands can now connect the sales funnel between acquisition and retention marketing, potentially enabling them to find more customers and keep them over a longer period.

“Combining Koupon’s mobile offer capabilities and content with Paytronix’s powerful loyalty engine has changed the game for our marketing efforts,” said James Meara, senior manager of loyalty for Thorntons. “Koupon’s mobile offer content and capabilities not only help us boost member acquisition, but also ensure we’re delivering ongoing value to shoppers who join our program.”

“Adding Koupon’s CPG mobile offers to the marketing mix presents an incredible opportunity for retailers to attract new shoppers and convert them to lifelong engagement,” said Joel Fontenot, executive chairman of Koupon. “We are excited to work with the Paytronix team as they bring proven customer engagement and loyalty solutions to the industry. Through the partnership, retailers have yet another mechanism to acquire new shoppers and boost repeat visits.”

“Paytronix continues to find new ways to expand its relationships within the retailers’ tech ecosystem, making it easier for marketers to discover new ways to drive transactions,” said Michelle Tempesta, head of marketing for Paytronix. “Koupon Media’s expertise to provide access to CPG-funded programs will benefit c-store brands that leverage individual customer data to deliver relevant, compelling and profitable offers.”

“Given the intense level of competition in the c-store space, marketers need to focus on understanding their customer. Where are they coming from? What are they buying? What compels a visit to the pump and a visit to the store? That insight includes bringing an unknown person to a known person,” Fontenot said. “Connecting Koupon with Paytronix is a step toward solving that challenge for retailers.”

With more than 3 billion offers since its founding, Addison, Texas-based Koupon Media powers mobile offers for more than 40,000 retail locations and many CPG brands. In 2017 alone, the Koupon platform reached more than 108 million customers, driving more than 155 million store trips.

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.

Louisville, Ky.-based Thorntons operates 191 c-stores that provide food, beverages and fuel in Kentucky, Illinois, Indiana, Ohio, Tennessee and Florida. It is No. 42 in CSP's 2018 Top 202 ranking of c-store chains by total number of retail outlets.

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