Dive Brief:
- Terrible’s, a Las Vegas-based convenience retailer with nearly 200 locations, has launched an updated mobile app, according to a Tuesday announcement.
- The new app, developed in conjunction with tech platform Rovertown, allows customers to sign up for car wash subscriptions, access special deals and receive age-restricted deals.
- Terrible’s joins companies like Minuteman, Onvo and EG America in rethinking their mobile experience and loyalty programs this year.
Dive Insight:
The centerpiece of Terrible’s app refresh is a Shop, Spin and Win game. Shoppers earn spins on a reward wheel when they make qualified purchases in the store, which can in turn net them in-store items, car washes, fuel discounts and more.
“We understand gamification better than most,” said Bryan Breeden, vice president of marketing and advertising at Terrible’s. “Our brand was built in the entertainment capital of the world, and we bring that perspective to digital engagement. Having the right tools to compete in today’s market is essential, and we’re establishing a foundation we can build on for years to come.”
Customers can also keep track of their Terrible’s+ Rewards points and redeem them for discounts in the store or at the pump, as well as for free items like coffee or soda.
Terrible’s previous mobile experience featured gameplay elements as well, and was well received by users. Gamification can make apps “stickier” and keep users returning more often, Gautham Vadakkepatt, associate professor of marketing at University of Central Florida’s college of business, previously told C-Store Dive.
“At Terrible’s, we don’t follow the traditional playbook,” said Breeden. “We’re constantly looking for fun and engaging ways to connect with our guests.”
