Dive Brief:
- InConvenience Inc., parent of the Gas Spot and Goods Spot convenience store chains, has launched a new loyalty app, the company announced last week.
- The G Club app allows members to earn points on eligible in-store and fuel purchases and redeem those points for rewards like fuel discounts and free food. It also offers Clutch’s Clubs, which are digital punch cards for coffee, Frazil and fountain drink purchases.
- The convenience retail industry has put loyalty programs at the forefront this year, with retailers large and small launching new programs or updating the ones they already have.
Dive Insight:
InConvenience’s app was created in partnership with c-store consultancy Convenience and Energy Advisors and is powered by Velocity Logic Group. Other features of the G Club include tobacco offers for members who are 21 and older and access to third-party delivery services, which InConvenience added in June through Lula Commerce.
Tiffany Fraley, CEO of InConvenience, said in the release that the loyalty program will help the retailer gather more information about what customers want.
“It means better understanding what they want so we can make smarter decisions about the products, promotions, and experiences we offer,” she said.
Prior to the launch, the retailer allowed customers to sign up as “founding members” of The G Club through its website, according to the announcement. Those who provided contact information were offered seven days of free dispensed beverages once they downloaded the app. Over 900 people took them up on the offer.
“I didn’t want loyalty to start with an app download. I wanted to give people a reason to connect with us before the app launched,” said Angela Gallik, marketing director at InConvenience.
