Top 10 Most Digitally Improved Chains of 2018
By Jackson Lewis on Jan. 11, 2019PHILADELPHIA -- Stuzo’s digital ranking has been live for nearly two years, and both the ranking itself and the chains it covers have changed in that time.
Previous CSP articles featuring the C-Store Digital Ranking have profiled individual chains. This article takes a more retrospective approach, outlining the 10 chains that improved the most since Philadelphia-based Stuzo launched its ranking. Each chain's slide includes a number beside the title representing the percent the chain's score has improved over time.
The digital ranking covers 100 c-store chains, measuring each chain’s digital presence, including mobile commerce, connected car, website and social media. Each company is ranked on a points-based system with a score of zero to 5 for each metric.
Click through for more on the most digitally improved chains of the past two years …
BP: 17.65%
Category | Beginning of Year 2017 | End of Year 2018 |
Mobile Commerce | 0 | 2.79 |
Connected Car | 0 | 0 |
Website | 4.89 | 3.29 |
Social | 2.56 | 2.69 |
London-based BP moved up the ranks largely due to its app launch. BPme’s mobile app features include a station locator, pay-at-the-pump capabilities and the BP Driver Rewards program. The Driver Rewards program earns consumers Driver Rewards every time they pay for fuel at participating stations. Consumers can link their credit card, debit card or can add their PayPal account to the BPme Wallet.
Terrible Herbst: 17.89%
Category | Beginning of Year 2017 | End of Year 2018 |
Mobile Commerce | 0 | 1.48 |
Connected Car | 0 | 0 |
Website | 1.08 | 1.08 |
Social | 3.5 | 2.84 |
Terrible Herbst also owes its improvement in the ranking to an app launch. The Las Vegas-based chain’s mobile app enables consumers to earn points for c-store items purchased in the store or by playing in-app games. Consumers can also search for the nearest Terrible Herbst locations, keep tabs on points earned and access deals and promotions.
Terrible Herbst is No. 59 in CSP's 2018 Top 202 ranking of c-store chains by number of company-operated retail outlets.
GoMart: 18.85%
Category | Beginning of Year 2017 | End of Year 2018 |
Mobile Commerce | 0 | 0.89 |
Connected Car | 0 | 0 |
Website | 2.33 | 2.33 |
Social | 2.5 | 2.5 |
The new GoMart mobile app gives customers access to coupons on gas and snacks. Consumers can also find nearby stores and get notified of nearby coupons.
GoMart, based in Gassaway, W.Va., is No. 55 in CSP's 2018 Top 202 ranking of c-store chains by number of company-operated retail outlets.
Shell: 18.85%
Category | Beginning of Year 2017 | End of Year 2018 |
Mobile Commerce | 3.08 | 3.31 |
Connected Car | 0 | 2.67 |
Website | 1.96 | 1.25 |
Social | 2.94 | 3 |
Shell’s upgraded Save & Pay app features a host of improvements for customers using their mobile device to pay for fuel and convenience-store items at participating Shell stations. In addition to Chase Pay, consumers can now link their preferred credit card, debit card or their checking account via Shell S Pay. Shell Oil Co. is based in Houston, Texas.
7-Eleven: 19.86%
Category | Beginning of Year 2017 | End of Year 2018 |
Mobile Commerce | 1.52 | 2.75 |
Connected Car | 0 | 0 |
Website | 3.23 | 4.5 |
Social | 4.69 | 3.94 |
The 7-Eleven Now app significantly upped the Irving, Texas-based chain’s digital game. The app enables customers to order 7-Eleven c-store items from home or on-the-go and have them delivered to their door.
7-Eleven is No. 1 in CSP's 2018 Top 202 ranking of c-store chains by number of company-operated retail outlets.
Sunoco: 27.63%
Category | Beginning of Year 2017 | End of Year 2018 |
Mobile Commerce | 0 | 3.08 |
Connected Car | 0 | 0 |
Website | 3.72 | 2.42 |
Social | 2.25 | 2.13 |
Sunoco’s new app allows consumers to pay at the pump, link grocery rewards and find Sunoco stations along with location-specific offers. Customers can access digital receipts, link their debit or credit cards, Sunoco Rewards credit card and a Sunoco gift card. Apple Pay and Android Pay are also available.
For the sake of transparency, it should be noted that Stuzo, the company that compiles this ranking, developed Dallas-based Sunoco’s new app.
Sunoco is No. 31 in CSP's 2018 Top 202 ranking of c-store chains by number of company-operated retail outlets.
Jacksons Food Stores: 39.27%
Category | Beginning of Year 2017 | End of Year 2018 |
Mobile Commerce | 0 | 1.16 |
Connected Car | 0 | 0 |
Website | 0.92 | 1.3 |
Social | 2.75 | 2.13 |
The launch of the Let’s Go Rewards app enabled customer access to rewards accounts, coupons, punch cards and lottery ticket numbers. Meridian, Idaho-based Jacksons also pushed out a Car Wash Rewards app, which allows consumers to link their credit card. Each time customers use their stored credit card, they earn rewards toward free washes.
Jacksons Food Stores is No. 36 in CSP's 2018 Top 202 ranking of c-store chains by number of company-operated retail outlets.
Murphy USA: 44.65%
Category | Beginning of Year 2017 | End of Year 2018 |
Mobile Commerce | 0.53 | 1.44 |
Connected Car | 0 | 0 |
Website | 1.77 | 2.37 |
Social | 0.88 | 1.06 |
Murphy’s improvements are due to a combination of a new app launch and improvements to its website. The Murphy Drive Rewards App includes coupons and a points-based reward system. Consumers can track and redeem points for discounts on gas or convenience-store items. Meanwhile, El Dorado, Ark.-based Murphy’s corporate website provides information about its gas discount cards, newly added Murphy Drive Rewards program and mobile app.
Murphy USA is No. 5 in CSP's 2018 Top 202 ranking of c-store chains by number of company-operated retail outlets.
Little General: 157.86%
Category | Beginning of Year 2017 | End of Year 2018 |
Mobile Commerce | 0 | 1.53 |
Connected Car | 0 | 0 |
Website | 1.71 | 2.25 |
Social | 0.53 | 2 |
Beckley, W.Va.-based Little General released a mobile app which enables consumers to earn and track their rewards. Customers can sign up for the rewards program in the app and earn rewards on c-store items and check-ins. Little General also upped its social-media game since Stuzo launched its digital ranking website. The chain launched a Twitter and Instagram account, and is active on Facebook, Instagram and Twitter.
Little General is No. 66 in CSP's 2018 Top 202 ranking of c-store chains by number of company-operated retail outlets.
Husky: 230.96%
Category | Beginning of Year 2017 | End of Year 2018 |
Mobile Commerce | 0 | 2.02 |
Connected Car | 0 | 0 |
Website | 1.88 | 1.83 |
Social | 0 | 2.38 |
Similar to Little General, Husky, based in Calgary, has launched a new app and a Facebook and Twitter account since the digital ranking went live. The myHusky’s mobile app includes a station locator, access to the myHusky rewards program and pay-at-the-pump capabilities. Consumers can link their Visa, Mastercard, American Express, Discover and Husky Gift Cards to pay for fuel or car washes at the pump. The majority of Husky’s posts promote its app and loyalty program.