The holidays may be over, but Weigel’s is reflecting on the benefits from its 12 Days of Christmas campaign, driven by its MyWeigel’s Rewards program. The convenience-store chain used Rovertown’s app and PDI’s loyalty platform, as well as in-store mailboxes, to offer a series of free items to its loyalty customers for 12 days in December.
The annual tradition saw a boost in customer engagement, loyalty penetration and overall sales, Weigel’s said.
Weigel’s offered a VIP experience for its most loyal customers to kick off the campaign. MyWeigel’s Rewards members received an exclusive email preview of the 12 Days of Christmas lineup that showcased the free items available each day of the promotion.
Weigel’s also executed a dynamic app takeover on the first day of the campaign, it said. It added an “add to card” bonus points offer, which encouraged participation and made the rewards experience more interactive, according to the Powell, Tennessee-based chain. The program was also complemented by in-store displays, festive mailboxes showing the daily free items, targeted marketing and engaging social media posts.
Weigel's is No. 79 on CSP’s 2024 Top 202 ranking of convenience store chains by store count.
Weigel’s also hosted a 12 Days of Christmas contest to engage its store teams. Groups were challenged to achieve the highest redemption rates, with winners earning an ice cream party with visits from the chain’s mascots Ellie the Cow and Dippy the Chicken.
The results were an increased loyalty penetration rate, increased member and app engagement and increased visits and sales, Weigel’s said.
Some highlights included, according to Weigel’s:
- Registered users peaked at 3,008 per week, a 20% increase from 2023.
- 61% of unique users engaged with the app during the 12 Days of Christmas campaign.
- Total visits grew by 44%, with member spending up 37% and member savings increasing by 75%, totaling $754,000 in combined value. While single visits declined slightly, those in the 12-plus visits category rose by 2%, indicating stronger loyalty among frequent shoppers, Weigel’s said.
Weigel’s operates 83 convenience stores, a dairy and a bakery. The family-owned and -operated business was established in 1931.
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