Dive Brief:
- GPM Investments plans to relaunch its mobile app during the first quarter of 2026, Arie Kotler, chairman, president and CEO of parent company Arko Corp., said during the company’s third-quarter earnings call last week.
- Kotler said the refreshed app will feature improved purchase reporting and personalization features as well as gamification and geofencing capabilities.
- Once launched, this will mark GPM’s second app refresh in the past three years. The company debuted a newly minted Fas Rewards app in March 2023.
Dive Insight:
GPM’s Fas Rewards program has grown steadily since the refresh back in 2023. Within its first few months, the platform grew its loyalty memberships by 20%, as GPM added several in-app features such as exclusive member deals, a virtual wallet and app-based ordering for delivery and pick-up. At that time, the platform had about 1.8 million members.
Two years later, the Fas Rewards program now has about 2.4 million members, according to Kotler, who added that enrolled members spend about 53% more at GPM’s stores compared to non-members. Additionally, about 55% of loyalty members who buy gas also spend money inside the store, Kotler said.
Despite the growth, Kotler said GPM’s “total program penetration is still developing,” which has sparked the convenience retailer to once again update its mobile app. He said the new features aim to “deepen customer engagement and drive incremental traffic” at a time when “consumers remain increasingly value conscious.”
“These engagement metrics reinforce the value of the program and highlight the behavioral differences that make Fas Rewards a key contributor to in-store performance,” Kotler said.
GPM is one of several convenience retailers this year that have revamped or launched their loyalty programs and apps this year. Others have included EG America, Terrible’s, Onvo and Haffner’s.
