Dive Brief:
- East Coast convenience retailer Bolla Oil is launching Bolla Rewards, its first-ever loyalty program, according to a Tuesday announcement.
- Bolla is working with PAR Retail on the platform, which aims to drive repeat visits and deepen customer engagement across more than 160 Bolla Market c-stores throughout the New York Tri-State area.
- The launch of Bolla’s first loyalty program coincides with the convenience retailer continuing to invest in its already notable slate of on-site QSRs.
Dive Insight:
Bolla appears to be in the midst of a growth phase, with its first loyalty program coming about six months after the convenience retailer revealed a partnership with Firehouse Subs to open several co-located restaurants. While unclear if the new rewards platform will work within Bolla’s restaurant operations, the company said it will eventually include tobacco promotions.
“Our customers have more choices than ever, and loyalty gives us a way to build stronger, more meaningful connections with them,” said Jay Singh, vice president of Bolla Oil. “Bolla Rewards allows us to deliver immediate value through focused, easy-to-redeem offers while reinforcing the experience our guests expect every time they are at a Bolla Market.”
Beyond the loyalty program, PAR will manage Bolla’s existing mobile app and help develop the retailer’s broader customer engagement roadmap, per the announcement.
“Our role is to help Bolla transform everyday in-store visits into meaningful engagement — driving increased visit frequency, higher spend, and a scalable foundation for what comes next through PAR’s unified, intelligent orchestration layer,” said Jake Kiser, general manager at PAR Retail.
Bolla is one of several regional convenience retailers that have either launched or revamped their rewards programs this year. Others have included Coen Markets, RaceTrac, Sprint Mart, Stinker Stores, Parker’s Kitchen and Refuel Operating Co.
