Weigel’s, bp and ExxonMobil received loyalty program awards from Loyalty360, a customer loyalty association. The convenience-store chains' rewards programs were chosen as 360 Degree Awards winners because of their proactive, meaningful and measurable outcomes, according to Loyalty360.
Check out the convenience-store winners below.
Weigel’s
- Employee engagement and impact: Bronze
- Creative campaign and communications: Platinum
- Excellence in gamification: Honorable mention
Weigel’s launched gamification in partnership with loyalty provider Rovertown in March. The convenience-store chain takes advantage of all 30 games that the Rovertown’s Game Room offers, such as Candy Blast and Flappy Chicken, said Jessica Starnes, director of loyalty at Weigel’s, Powell, Tennessee. Up to eight games can be active at once. The coin catalog allows customers to redeem coins for in-store products.
“We’ve built a loyalty program that’s grounded in people first—our guests, our team members and our partners,” said Starnes. “Being recognized in three categories is a reflection of the heart and collaboration behind everything we do.”
Weigel’s name, image and likeness (NIL) partnerships with University of Tennessee athletes have allowed it to launch a series of loyalty offers that have boosted the convenience-store chain’s community engagement and social media presence.
“This Platinum win represents everything we believe in—taking bold ideas and turning them into real value for our guests," said Nick Triantafellou, director of marketing and merchandising at Weigel’s. "Our NIL campaign wasn’t just a promotion. It was a statement about who we are, what we care about, and how deeply we connect with the communities we serve.”
bp
- Customer loyalty strategy: Silver
- Offer, incentive and reward design: Silver
Last year, Chicago-based bp replaced its BPme Rewards with earnify, a new program that customers can use for fuel and in-store purchases. The app was developed internally and is currently available at most bp and Amoco sites, including TravelCenters of America, TA Express sites with bp or Amoco forecourts, Petro, select ampm sites and across the Thorntons network in 2025.
ExxonMobil
- B2B customer loyalty: Bronze
Houston-based ExxonMobil rewards members can earn 3 cents per gallon of fuel and 2 cents per dollar for in-store purchases or car washes.
“The 2025 Loyalty360 Award finalists have demonstrated their unwavering commitment to loyalty by excelling in one or more of the crucial aspects highlighted in this year's categories,” said Mark Johnson, CEO of Loyalty360. “Their dedication is evident through their internal commitment, as well as the qualitative and quantitative metrics that support their efforts. These award winners are at the forefront of advancing customer loyalty and elevating the overall customer experience.”
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