Yesway Makes Way for Its New Loyalty Program

DES MOINES, Iowa -- Yesway is launching its new loyalty program, Yesway Rewards, with a companywide marketing push encouraging customers to sign up.

The Des Moines, Iowa-based convenience-store chain partnered with Paytronix to develop the loyalty program, which customers can join by picking up a loyalty card in-store or downloading the app onto a smartphone.

“We designed this program specifically to give our customers more of the items they want, when they want them, and also to give us a unique way to get to know our customers at a deeper level and most importantly, to thank them for their loyalty to our brand,” said Darrin Samaha, vice president and brand manager, Yesway.

Click through for details of Yesway’s new rewards program and the steps it’s taking to attract members …

The program works on a points system. Customers earn 10 points for every $1 spent in-store and 5 points for every gallon of gas purchased. Customers earn one “Smile” for every 250 points collected.

Smiles can be redeemed for a variety of items, including free fountain drinks, iced tea, Yesway-branded coffee, roller-grill items, candy and Yesway fountain travel mugs.

Yesway is launching a Beverage Club as part of the loyalty program. Customers who buy five hot or cold beverages get the sixth free.

The c-store chain has also partnered with Coca-Cola to offer customers who buy any six 20-ounce Coke products a seventh for free.

The new loyalty program automatically rewards new members with Smiles just for signing up. It also includes a program called Surprise & Delight, which gives customers bonus Smiles throughout the year and for special events like birthdays.

The new program is accompanied by a multilayer marketing push.

Customers who sign up for Yesway Rewards will receive 10 cents off per gallon of gas purchased before July 28, encouraging customers to sign up quickly to take advantage of the gas discount.

The company is also launching a six-stop Yesway Block Party Tour which started July 7 and will last into mid-August. The tour will visit five Iowa locations and one in Kansas. According to a press release announcing the loyalty program, the block parties will include “fun-filled activities, giveaways, music and food sampling.” Staff will also be on hand at the events to help customers sign onto the loyalty program.