Dive Brief:
- Arko Corp., parent company of GPM Investments, has updated the mobile app for its fas Rewards loyalty program, the company announced on Wednesday.
- The new app employs a more intuitive design to simplify the sign up process and help members find personalized offers, earn and redeem loyalty points and use fuel discounts.
- The update continues a busy year for c-store rewards program refreshes, with major retailers like BP, RaceTrac, Pilot Company and ExtraMile all enhancing their digital platforms.
Dive Insight:
Multiple studies have found that a rewards system that’s too complicated or makes it difficult to redeem rewards can turn customers off from using it entirely. Arko’s updates not only aim to make the app more user friendly, potentially combatting this problem, but also bring new features to the forefront in a bid to draw in more members.
For example, customers can remotely access real-time fuel prices at all locations, play games, set up mobile payments and automatically see store-specific discounts and offers.
“We’re focused on delivering meaningful value, convenience, and simplicity across every interaction — in our stores, at the pump, and now in a more powerful mobile experience,” said Arko Chairman, President and CEO Arie Kotler.
The app, developed on Rovertown’s platform, can be used by customers across all of GPM’s 25 banners in 30 states, including Handy Mart, Pride and Scotchman. The platform also makes it easier for Arko to make changes and add features as customer tastes and expectations continue to evolve.
Enhancing its loyalty program is just one facet of the business that Arko credits with helping deliver strong results in Q4, alongside a growing proprietary fresh food program and ongoing efforts to convert company-owned stores to dealer sites. Notable results included a 16% boost in adjusted EBITDA, a 16% drop in operating expenses and 140 basis points of margin expansion.
“What you're seeing is execution across dealerization, remodels, NTI retail stores, food service and loyalty,” Kotler said in the company’s Q4 earnings call in February. “We are running a better business, and the results reflect that.”
