Dive Brief:
- Mickey’s, an Ohio-based convenience retailer with 42 locations, has relaunched its loyalty program, according to a company announcement last week.
- The retailer transitioned to the Patron Points platform that features a “stronger, more personalized rewards experience,” according to the announcement.
- Numerous retailers have made loyalty upgrades across the industry in 2026 to connect with price-wary shoppers, from smaller retailers like Mickey’s to larger ones like Jacksons Food Stores and United Refining.
Dive Insight:
One of the ways the relaunched platform is boosting personalization at Mickey’s stores is by letting it participate at tier 4 of Altria Group Distribution Company’s Digital Trade Program, which offers customized tobacco discounts.
In the three months since the relaunch, Mickey’s has seen higher spend per trip and a 35% increase in loyalty sales while enrolling more than 25,000 new members.
"Switching loyalty providers is never something you take lightly, especially when your guests are used to earning every day," said Dan Coles, president and CEO of Mickey's, in the announcement.
Mickey’s transitioned all of its stores to the new platform in under two months, according to the announcement.
Mickey’s loyalty update comes in the wake of the company settling a copyright lawsuit with Buc-ee’s over its mascot.
