Dive Brief:
- KP Market is rolling out a loyalty app ahead of launching its first loyalty program, Barry Ahern, the company’s chief retail and people officer, confirmed via email.
- The app, developed in partnership with software company Rovertown, soft launched with employees and their families on Oct. 19. Last week, the company worked with front line teams to spread the word to customers, and a full rollout is expected this week.
- While KP Market does not have a loyalty program yet, the company is in the process of finding a vendor and hopes to have one in place early next year, Ahern said.
Dive Insight:
KP Market, the c-store banner of Massachusetts-based Kayrouz Petroleum, is the latest among many retailers to beef up their digital presence this year through apps, loyalty and delivery.
The new app, which is available on the App Store and Google Play, features app-only offers, scratch-and-win offers, a game room, company news, geofencing that allows the company to share offers exclusive to a nearby store, and a link to the company’s careers page.
The app also has an employee-only area with information and offers for workers.
Users get a free offer for downloading the app and another on their birthday.
The company also plans to use the app to provide offers on products that correspond to special days or weeks in November, Ahern said.
KP Market debuted roughly a year ago. The banner includes both c-stores and travel centers. The retailer recently partnered with fellow Massachusetts QSR Marylou’s Coffee to add a coffee shop inside one of KP’s c-stores.
