Dive Brief:
- Global Partners, which operates more than 300 c-stores under banners including Alltown Fresh, Alltown and XtraMart, has launched a unified loyalty program and mobile app, the company announced on Thursday.
- Bee’s Knees Benefits replaces a collection of banner-specific rewards programs like Fresh with Benefits and Alltown Neighborhood Perks, and will be accepted across all of Global Partners’ stores.
- Global Partners is the latest convenience retailer to revamp its loyalty program and app to expand offers and increase personalization.
Dive Insight:
While many c-stores have updated their loyalty programs with new features or membership perks, the new Bee’s Knees Benefits streamlines Global Partner’s rewards while allowing customers to use one app across more stores, rather than needing to sign up separately for each banner.
Members earn points on in-store purchases and fuel fill-ups and can access special in-store deals and freebies, according to the announcement. The app gives customers access to mobile food ordering, in-app fuel payments and contactless checkout via Apple Pay, as well as personalized offers and deals.
“This isn’t just a new app — it’s a strategic step forward in how we connect with our guests,” said Kabren Levinson, Global Partners vice president of consumer strategy. “We’ve built a flexible, future-ready digital platform that enhances the guest experience while supporting our long-term growth.”
To support the new rewards program and app, Global Partners has developed a robust marketing plan including targeted emails, SMS and in-app messaging combined with in-store signage.
Bee’s Knees was developed in partnership with Paytronix, with the app built on Rovertown’s platform.
Global Partners’ updated app comes just a few weeks after the company announced a strong first quarter. In addition to adjusted EBITDA that came in 60% higher year over year, the company also noted it was in the market for an acquisition.
