Dive Brief:
- Weigel’s has rolled out a new structure for its MyWeigel’s Rewards program that centers on visits rather than spending or points accumulation, the company announced on its website on Wednesday.
- The new setup includes four tiers — Fan, AllStar, VIP and MVP — based on the number of visits customers complete each month. The higher members progress, the more freebies and fuel discounts they get. Members will still also earn rewards points.
- Alimentation Couche-Tard announced last month that it was also moving its Inner Circle rewards program to a visit-based system in a bid to simplify the loyalty experience for Circle K customers.
Dive Insight:
Weigel’s noted that the visits-based program allows the company to reward members who visit stores regularly but may not spend a lot of money each time.
“Some of our guests stop by every morning for coffee, visit us on their way home or bring their families in every week,” said Jessica Starnes, director of loyalty at Weigel’s, in the announcement. “Tiers allow us to recognize that consistency and show our guests that we see and appreciate the relationship they have built with us.”
MyWeigel’s Rewards’ roughly 595,000 members will now fall into one of four tiers. The Fan tier is for those who visit zero to seven times a month. AllStar is for members with eight to 12 visits and comes with a free dispensed beverage and a 5-cent fuel discount. VIP members make between 13 and 24 visits a month and get a free dispensed beverage, 15-cent fuel discount and 500 bonus points. MVP-level shoppers, or those who surpass 25 visits in a month, get a free dispensed beverage and slice of pizza, a 25-cent fuel discount and 1,000 bonus points.
Members can view their current tier, monthly visit count and progress toward the next level in the MyWeigel’s Rewards app.
While some items, like tobacco and alcohol, do not earn rewards points, members can still earn a visit for those transactions, according to the announcement.
Weigel’s is also increasing gamification in its app by adding an increasing number of collectible digital badges. Members can earn these badges by participating in special events, trying new food items, completing seasonal programs and engaging with other experiences.
