Loyalty programs are increasingly important for convenience retailers as they strive to make their stores more attractive to customers. But as those programs proliferate, just having one with all the modern bells and whistles may not be enough.
“When you have a retailer that just treats a loyalty program as a check box … it feels boring to them,” said Tyler Cameron, head of strategy and analytics for Rovertown. “And if it feels boring to them, for sure it feels boring for the customers.”
Instead, the best way to make a loyalty program stand out is for retailers to amplify their identity through it.
Ideas for how to add a unique twist or local flair to a loyalty program that tempts customers to engage can come from anywhere, as long as retailers remain curious and open to new thoughts, said Frank Beard, head of marketing for Rovertown. He named Yetee, the T-shirt company that sends emails highlighting designs customers might find interesting, as an example.
And while that exact approach might not be on the menu for a c-store retailer, an effective loyalty manager can find unique and meaningful ways to connect with the company’s base.
“Sometimes the best ideas are just a little crazy,” said Beard.
Weigel’s gets creative to encourage repeat app visits
C-stores should always be looking for creative ways to get customers to check their app every day. Weigel’s did just that with its “Streaks” check-in challenge.
The program, unveiled in August 2025, invites customers to check in by pressing a button on the Weigel’s app each day. Users earned milestone rewards points for checking in for seven, 14, 21 and 28 days straight.
“Our guests are actively looking for reasons to open the app every day, and we’re committed to making those experiences rewarding and fun,” said Jessica Starnes, director of loyalty at Weigel’s.
Streaks came out a few months after the release of Weigel’s Arcade, a collection of digital games that surpassed one million plays in its first three months. The work has been paying off: Weigel’s saw a 66% year-over-year increase in Gen Z engagement with the app as of Streaks’ release.
“This is a good example, because they were using app technology to do this, and at the same time, it's also supporting what they're trying to do on the loyalty side,” Beard said.
7-Eleven lets you pick your perk
For more than a year, 7-Eleven has been giving loyalty members a little more control over the rewards they get. Each month, members are allowed to pick between two different perks to help them earn rewards points faster.
For example, in December users chose between earning double points on water, energy and electrolyte drinks, or earning 100 points when buying hot food and roller grill items or coffee, Big Gulp and Slurpee drinks. January’s options are 100 points with the purchase of any coffee or double points on in-store non-fuel purchases.
This approach, like Weigel’s Streaks program, gives customers a reason to check in regularly and lets them select their preferred option.
Gas N Wash swings for the fences
Convenience retail is a highly fragmented business in the U.S. While there are a few national players, most c-stores are household names in only a few states, or even just a few counties.
This local appeal can be an asset when it comes to loyalty.
“These brands have the ability to go to market and message their customers in a way that is authentic, and that is very regional,” said Beard.
A popular way for c-stores to do this is with sports partnerships, like the Steal a Wash promotion from Mokena, Illinois-based Gas N Wash. Launched at the beginning of last year’s Major League Baseball season, the promotion gave Gas N Wash customers a free car wash when a member of the Chicago White Sox stole a base during home games.
“It's simple on its face, but it's really effective,” said Beard. “It's something that feels unique and special to them, and it's candidly, kind of cool.”
The White Sox ended up stealing 86 bases in the 2025 season. That’s potentially a lot of shiny cars, and a regional c-store making itself top-of-mind to those drivers.
