Dive Brief:
- RaceWay, the franchise brand of RaceTrac, has partnered with foodservice tech company Par Technology to launch its first loyalty program, according to a Wednesday announcement from Par.
- RaceWay Rewards members can earn points when they buy fuel at the retailer’s 240-plus locations. These points can then be redeemed for rewards. Members also receive exclusive deals.
- The launch of RaceWay’s rewards program comes a little over a year after RaceTrac updated its rewards app to be more customer friendly and offer additional features.
Dive Insight:
While RaceTrac has made a number of technology upgrades over the past couple years, this is the first program announced specifically for its RaceWay stores.
“Our partnership with PAR allows us to leverage personalized, data-driven technology to turn every customer engagement into an opportunity to build brand loyalty,” said Kamran Din, director of revenue growth management at RaceWay.
The program is built on Par Retail, Par’s platform specifically for convenience and fuel retail. The goal of the program is to deliver a more personalized, seamless experience for customers while helping franchisees drive repeat visits and increase engagement, according to the announcement. The technology should also make it easier to update the program with new features in the future.
In addition to loyalty and mobile apps, RaceTrac has upgraded its pump monitoring, parts tracking, temperature monitoring and more.
