Dive Brief:
- Weigel’s has partnered with PDI Technologies and interactive data provider Blings to add new personalized, dynamic messaging to the MyWeigel’s Rewards program, the convenience retailer announced last week.
- The initiative adds loyalty communications that can offer recaps of members’ activity and celebrate milestones based on how they shop at Weigel’s and use the program.
- Weigel’s is the latest convenience retailer upping the personalization capabilities of its rewards program.
Dive Insight:
Weigel’s new loyalty feature combines messaging infrastructure from PDI and data visualization from Blings with an aim to “deliver highly customized lifecycle communications that turn backend loyalty data into compelling customer-facing content,” according to the announcement.
On average, consumers have around nine active loyalty memberships and roughly the same number of inactive ones, according to the 2025 Bond Loyalty Report. Adding personalized features can make a program more engaging and likely to stand out.
“Guests do not just want rewards anymore — they want recognition, personalization, and experiences that reflect their engagement with the brand,” said Nick Triantafellou, director of marketing and merchandising at Weigel’s. “This partnership helps us deliver that at scale.”
Members will get birthday and membership anniversary messaging, as well as monthly recaps of their activity, similar to Spotify’s year-end “Wrapped’ campaign. These recaps will highlight milestones like points earned, fuel savings and loyalty rewards progress, according to the announcement. The company plans to add additional loyalty moments in the future.
“Today’s customer expects brands to know them and communicate with relevance,” said Jessica Starnes, director of loyalty at Weigel’s. “This partnership allows us to transform standard loyalty messaging into something far more engaging and valuable by showing guests the story behind their activity with Weigel’s in a way that feels personal, visual, and rewarding.”
Loyalty updates have been a big topic around the convenience retail industry in 2026. Among the changes are Parker’s Kitchen switching to a points-based system, BP adding manufacturer's coupons that are normally targeted at grocery stores and ExtraMile adding alcohol rebate offers.
