When it comes to loyalty programs, the challenge for convenience retailers has expanded from catering to brand loyalty to how they can engage customers beyond everyday transactions. For a growing number of convenience stores, the answer is personalized loyalty rewards programs.

Customer loyalty programs certainly are not a new concept. They’ve been around for decades, beginning with the straightforward promotion of buy-10-get-one-free punch cards. While those cards have been replaced with smartphone apps, most consumers still respond to reward offers. According to the “C-Store Shopper Profile 2018” by Excentus, a PDI Company, 43% of shoppers visit convenience stores because they belong to the retailer’s loyalty program. Plus, 51% of c-store shoppers admit to frequenting retailers more often if they belong to a loyalty program.

However, motivations have changed. Whereas point accumulation once may have been enough to drive action, that alone is insufficient in today’s environment.

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