New, targeted pump-to-store promotions increased in-store visits by 5% and gallons purchased by 18%.
Paytronix worked with FriendShip to carefully craft a strategic membership program that would yield the kind of data and targeting the brand desired. To ensure a successful program launch, FriendShip first captured customers’ interest with a welcome offer of 25 cents off for gallons of fuel. Next, it ran an employee competition to generate customer enrollment. Lastly, FriendShip offered multiple ways to enroll in the program in order to maximize customer participation. The new program enables customers to enroll while inside the store or online.
With the launch of the program and compelling communication to customers and employees, FriendShip achieved a 28.5% penetration rate, nearly doubling its initial goal of a 15% penetration rate in less than three months.
“This was the third or fourth loyalty program I’ve helped either launch or relaunch over the past decade … and [this program] was launched more efficiently than any program I’ve ever seen. Kevin Campbell, our marketing director, and the whole Paytronix team really hit it out of the park! It was the most professionally communicated program, both to customers as well as to employees. The results we have seen have exceeded our expectations.”
FriendShip’s main objective was to get the most out of the data that its new program gathered. Thanks to rich customer data and Paytronix’s real-time platform, FriendShip continues to capitalize on targeted messaging and drive more spend:
Targeted pump-to-store promotions increased in-store visits by 5% and gallons purchased by 18%.
The percentage of loyalty transactions and sales more than doubled with the new program.
Registered cardholders were responsible for 66% of loyalty transactions (easily beating the goal of 50%).
In less than three months, a new FriendShip Kitchen location saw a 28.5% penetration rate, with a 3.6% conversion rate.