3 Loyalty Developments Driven by the Pandemic

CHICAGO — Whether the COVID-19 pandemic lasts another two months or two years, c-store retailers are looking for ways to make loyalty programs more engaging for customers—no matter their personal preferences. Here's a look at three developments that have moved loyalty closer to consumers.

Texas chain Kwik Chek is testing technology from Skip Checkout, allowing customers to scan items with their mobile device to purchase items and check out by simply showing an employee a proof-of-purchase icon from the phone. CEO Kevin Smartt says the plan is to eventually roll out Skip to every Kwik Chek location.

“To think that because you’re part of the program, not only are you getting a discount, but we believe in you; we trust in you. You can shop with your phone and you can leave. It’s a quicker experience,” says Smartt. He believes memorable experiences such as this are key to an engaging loyalty platform.

For Casey’s General Stores, the pizza delivery giant with about 2,200 locations in the Midwest, personalization is all about choice.

“The idea of choice is one that says, ‘Hey, we don’t want to determine how you redeem your loyalty points; we want you, the guest, to choose.’ So rather than saying you can have coffee, a doughnut or a pizza slice, which is what a lot of companies will do, we’ve said, ‘Do you want to take it as Casey’s cash that you can spend back on eligible items in the store?’ ” says Chris Jones, senior vice president and chief marketing officer, Casey’s General Stores, Ankeny, Iowa.

At Casey’s, customers can earn points on just about any in-store purchase with Casey’s Rewards, with the exceptions of milk, tobacco or alcohol products. Customers can also earn points on fuel purchases, online purchases, prepared food and packaged goods. And a major point of differentiation for Casey’s app-based loyalty program is the ability for members to choose to convert points into a cash donation to any U.S. school, kindergarten through high school.

In the shadow of the pandemic, Casey’s General Stores has also enabled curbside pickup at 83 stores and plans to expand the program. Casey’s “road map for the future,” as Jones puts it, includes more streamlined and touchless experiences. Making the fueling experience easier is one example.

Brandon Logsdon of tech supplier PDI believes that convenience stores are in a good position for pickup and delivery services, both physically and metaphorically.

“As more and more consumers adopt platform delivery, proximity is going to start to play a role, insomuch that I can place an order from the convenience store and receive my goods much more expeditiously than if I placed the order from, say, a grocery store because of proximity of location, et cetera. I think that’s where convenience is going to really have an uptick in adoption and in use,” says Logsdon.

Related: Loyalty, This Time It’s Personal