Dive Brief:
- Lula Commerce has updated its first-party ordering platform to integrate omnichannel loyalty capabilities, the digital commerce solution vendor announced this week.
- The first-party ordering platform, Lula Direct, now integrates with major c-store loyalty and point-of-sale providers such as Paytronix, Velocity, Patron Points, PDI and PAR, according to the announcement.
- The new integration aims to give retailers another tool to encourage customers to engage with their digital ordering options.
Dive Insight:
With the upgrade, c-store guests can earn and redeem rewards online as they do in-store — by stacking points, claiming free items and earning tier upgrades across digital and physical touchpoints, per the announcement. Customers can use their existing login credentials to place orders and access rewards, and new loyalty members can enroll in a retailer’s loyalty program directly through the ordering app, Lula said.
The update gives retailers more control over the customer relationship while creating more opportunities to leverage first-party data and retail media, according to the announcement.
"The future of convenience retail lies in meeting customers exactly where they are with a single, connected experience," said Adit Gupta, co-founder and CEO of Lula Commerce, in the announcement. "By natively integrating major loyalty networks directly into Lula Direct, we are empowering retailers to fully activate their existing rewards programs online.”
The upgrade comes less than a month after Lula launched several new features in Lula Direct, including improved product discoverability, more flexible payment options, updated age verification, the addition of tobacco ordering and more granular fee customization.
