Dive Brief:
- Friendly Express, operator of about 40 convenience stores in Georgia, has redesigned its mobile app, according to a company announcement.
- The new app, developed in conjunction with tech platform Rovertown, combines Friendly’s loyalty program, Express Debit payments and fuel savings platform and ordering and delivery services — all of which are powered by different vendors — in one place.
- Friendly is one of several regional convenience retailers that have revamped their mobile experience this year as smaller operators look to compete with national chains.
Dive Insight:
A core feature of the app is its integration with Paylocity, a cloud-based HR and time and labor management services platform. Friendly said in the announcement that this integration will help the retailer engage with employees since it offers “employee exclusives” directly through the new app.
“These app-exclusive offers give [employees] new ways to stay engaged, informed, and excited about promoting our products and brand,” said Raul Buenrostro, director of marketing at Friendly Express.
The app also includes gamified features such as The Friendly Arcade, a rotating selection of games where guests earn coins redeemable for pizza, fountain drinks and more. Additionally, a scratch-off game provides daily opportunities to win prizes.
The app also lets customers earn cash by making purchases inside the store, stay up to date on new loyalty offers and use mobile pay both at the pump and in-store.
“With this launch, we’re giving our guests more ways than ever to connect with Friendly Express,” said David Turner, president at Friendly Express. “From earning rewards to paying at the pump and unlocking fun prizes, it’s all about making every interaction faster, easier, and more rewarding.”
