Dive Brief:
- Sprint Mart has launched a professional driver loyalty program aimed at truck drivers, delivery personnel and those in similar jobs, the company announced on Tuesday.
- The program comes in two tiers — Gold and Diamond — with rewards increasing as drivers move up in status. Drivers will earn points for every gallon of fuel they purchase, with the rewards tailored towards their specific needs.
- Perks that members can buy with points include free showers or fountain drinks and discounts on trucker supplies like Bluetooth headsets, emergency gear and comfort items for the vehicle, a company spokesperson said in an email.
Dive Insight:
Sprint Mart is the latest c-store company increasing its amenities for professional drivers. While many retailers like RaceTrac and Maverik have been expanding payment offerings by partnering with payment companies, Sprint Mart took the rarer step of building a loyalty app around its customers’ specific needs in an attempt to pull them in.
“Our drivers are essential partners in everything we do. ... We wanted to create something that truly adds value to their day-to-day lives,” said Herb Hargraves, chief operating officer at Sprint Mart.
The program is slated to go live early this month. It was not immediately clear how many of Sprint Mart’s 94 locations in Mississippi, Alabama, and Louisiana have showers and other professional driver amenities. Sprint Mart currently has 10 travel centers, five of which have showers, the spokesperson said.
Sprint Mart will celebrate the program’s rollout with live events at select travel plazas where drivers can ask questions about the program and sign up.
The program is in addition to Sprint Mart’s existing loyalty program, which lets shoppers earn points when spending money at Sprint Mart locations and spend those points for discounts in the store.
The professional driver program is just one of the updates Sprint Mart has made to its operations lately. The company has been experimenting with technology to streamline parts of its operations, such as adding tools to automate tasks like invoice management and counting cash
