Dive Brief:
- GPM Investments, the c-store arm of Arko Corp., has launched its updated fas Rewards loyalty app, according to a Tuesday press release.
- The more robust platform includes exclusive app-only deals for GPM’s loyalty members, age-verified offers on tobacco and alcohol, a virtual wallet, app-based ordering for delivery and pick-up and the ability to track rewards points and gas prices at local stores. It also uses geofencing to give rewards members offers for their local stores.
- Arko first mentioned the new app during its third-quarter earnings call in November 2022, with President and CEO Arie Kotler noting the company was testing the update before “running it chainwide.”
Dive Insight:
When Arko teased the new app back in November, Kotler said the goal was to improve the company’s customer relationships by creating a more personalized platform. As the app now debuts, Kotler reiterated that statement in Tuesday’s announcement, as features, such as the app’s virtual wallet, dashboard and location services offer personalized elements.
The new app comes as c-stores continue updating their mobile platforms as they seek new ways to get customers to enroll in and use their loyalty programs. Besides GPM, Parker’s debuted a new loyalty app last month, which features enhanced security features, personalized offerings and a user-friendly design.
GPM said that the new app-ordering option for pickup or delivery “has provided a new revenue stream adding incremental sales to 1,233 locations.”
“The new fas Rewards app is a leap forward for our company, helping develop personal relationships with our customers,” Kotler said in the press release. “The brand-new, custom interface is the most flexible way to use earned rewards. … We believe the significant benefits and superior functionality of the app will drive enrollment growth.”
The base of GPM’s rewards program is earning points on purchases. Users earn 10 points for every $1 spent on eligible items or five points for every gallon of gas purchased. Points can be used to buy items in stores or to reduce the price at the gas pump. Deals can be stacked for discounts of up to $1 per gallon. Users can get $5 in fas Rewards for referring other people to the program.
Currently, the company counts about 1.3 million fas Rewards members, and they spent about $1,400 apiece in 2022 and visited GPM’s stores roughly nine times per month.
Richmond, Virginia-based GPM Investments has more than 1,400 c-stores in 33 states under a variety of brands, including E-Z Mart, Breadbox, ExpressShop and Quarles. Its parent company, Arko, is divided into four segments: convenience store retail, wholesale fuel, the GPM petroleum division that supplies the fuel for the first two areas and its fleet fueling department.
