Dive Brief:
- Tiger Fuel, a petroleum product distributor based in central Virginia, has connected the car wash and retail loyalty programs at its The Market-branded c-stores, Paytronix announced on Tuesday.
- Through the integration between the loyalty program from tech company Paytronix and car wash program from CRM Rinsed, customers who subscribe to the TigerWash car wash club can transfer their member information to the Market Rewards retail program, offering easy access to the loyalty program.
- Connecting the two programs “is a great way to cross pollinate c-store and car wash rewards,” said Jeff Hoover, director of strategy and analytics for convenience store brands at Paytronix.
Dive Insight:
The c-store industry has been improving its technology in recent years, and operators are increasingly making those technologies work together to improve both store operations and the customer experience.
In Tiger Fuel’s case, its latest integration makes it easier for car wash fans to access the loyalty program and its perks, such as fuel discounts and ways to earn points or free items. The company also plans to use this connection to enable more cross promotions between the two businesses, like offering car wash customers a free drink if they fill up on gas.
It may also encourage guests to try The Market’s foodservice program, which the company bills as “gourmet to go.”
“The marriage of Market Rewards with a TigerWash membership is designed to drive stronger membership and sales at our three express tunnel washes as well as better membership retention and, at the same time, incentives for them to become top performing customers at The Market c-stores,” said Sara Belkowitz, director of marketing for Tiger Fuel.
Other c-store operators streamlining their tech operations include Spinx, which partnered with Tote AI to bring its ordering, checkout and kitchen technology onto one system, and Golden Oil Company, which cut its tech spend by 50% by unifying its tech stack through a partnership with Mako.
