WEST DES MOINES, Iowa -- Yesway has won the 2018 Paytronix Loyaltee Award for Best Convenience Store Loyalty Launch.
“Paytronix gives us a multi-pronged approach to communicating with our loyalty customers via email and mobile messaging, which is directly tied to store-level promotions. It is a powerful platform,” said Darrin Samaha, vice president and brand manager for Yesway. “Some brands run their programs in a passive way; however, we take a different approach. We work with Paytronix’s team to make informed campaign decisions to drive and enhance customer visits based on data. The ability to connect supplier brands to our program allows us to cut the data and understand what offers are really going to move the needle on each visit.”
Yesway leverages its loyalty program to run joint promotions with numerous vendors, including Altria, Red Bull, Coca-Cola, Frito-Lay and other major supplier partners, who will often fund the rewards. Coca-Cola, for example, recently provided loyalty customers with an extra summer beverage reward, and Red Bull offered a cents-off-per-gallon promotion on gas fill-up with purchase—bringing customers into the store and driving new registrations.
“The integration of the supplier partner program has helped bring customers into the stores who have in turn become new members,” Samaha said. “As an example, we introduced an Altria partnership and our tobacco offer realized a 52% take rate in its first program phase. That is a compelling result, and we are looking to do more with Paytronix and our suppliers in the coming year.”
“Yesway is enjoying the benefits of nearly every aspect of the Paytronix platform—from its core loyalty program to the campaign tools—and it has been exhilarating seeing Yesway achieve such success early in the program,” said Michelle Tempesta, head of product for Paytronix. “As Yesway marches toward its goal of 500 locations, we continue to develop high-impact, transaction-motivating features to help it achieve its financial objectives too.”
Yesway management believed that a loyalty program was a critical element in building relationships with their customers and differentiating this new brand from competitors. After a comprehensive review of potential loyalty platforms, Yesway selected Paytronix as its customer engagement platform and then built Yesway Rewards from the ground up.
Based in Newton, Mass., Paytronix provides software-as-a-service customer experience management solutions for c-stores and restaurants. Paytronix works with more than 330 customers to build big-data consumer insights that Paytronix generates from one-to-one engagement with its more than 165 million loyalty members across its customers’ brands.
BW Gas & Convenience, doing business as Yesway, is based in West Des Moines, Iowa. With 80 c-stores, it ranked No. 78 on CSP’s 2018 Top 202 list of chains by number of company-owned retail locations.
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