Technology/Services

United Dairy Farmers Relaunches Loyalty Program

U-Drive powered by Paytronix
convenience store mobile loyalty
Photograph: Shutterstock

CINCINNATI — Ice cream and convenience-store chain United Dairy Farmers (UDF) has relaunched U-Drive, a legacy loyalty program now built on the Paytronix rewards platform. U-Drive is available for customers to sign up for a card in-store or to download as a new mobile app.

Since launching the program earlier this year, UDF has seen increases in how often customers return and in how much they spend on each visit, the company said.

With nearly 200 convenience store and fueling locations across the Midwest, UDF is a family-owned dairy that makes its own ice cream. Cincinnati-based UDF is No. 41 on CSP’s 2020 Top 202 ranking of c-stores by store count.

“We needed to modernize UDF’s digital platform to better manage the whole customer experience, and Paytronix was the perfect partner with experience to guide us,” said Denise Jenkins, vice president of marketing, insights and loyalty for UDF. “Tapping into Paytronix provided a real jump start to knowing our customers better and being more relevant to our guests.”

U-Drive rewards UDF’s loyal customers with savings on gasoline and select products. Members swipe their U-Drive card and earn discounts, starting with three cents of savings at the fuel pump every day, without purchasing anything inside. Registered U-Drive members earn stackable savings every time they make a purchase, and the price rolls back on the pump any time they fuel up.

The interface allows UDF to customize different offers for people who may not drive, or who use gasoline but would care much more about earning a free ice cream shake than a gas discount.

“We’re learning a lot from Paytronix now that we have the digital platform and the customer experience data to understand our guests. We need this to be disruptive—otherwise people have blinders on, and will walk right by giant displays, but digital devices and engagement are proving to be a game changer. We can change customer behavior through loyalty, and improve the guest experience,” said Jenkins.

Once active in the loyalty program, U-Drive members gain additional perks, such as locking in the lowest gas price of the day, and Wednesday Freebies in the store—giveaways funded by UDF’s partners and national consumer product brands. Regular perks, coupons and new offers help transition new customers into the system.

“Restaurant tech is evolving, and UDF offers a refreshing example of customer experience done right by harnessing customer data to understand and use in creating better customer experiences. U-Drive loyalty and rewards make every member feel appreciated,” said Andrew Robbins, CEO of Paytronix. “The value of building that digital relationship with customers is now paying off, as customers visit UDF more often, spend more and build stronger affiliation for the United Dairy Farmers brand.”

Newton, Mass.-based Paytronix Systems powers the customer relationships for many restaurant, retail and convenience-store brands.

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