Dive Brief:

• Convenience retailer Casey’s General Stores has updated its loyalty app to make it easier for members to track points, redeem rewards and check their overall savings, according to a Wednesday announcement.
• The refreshed app includes a number of updated features such as new quick-redeem options; member deals and personalized offers; a lifetime savings tracker; and shareable referral codes, which can earn members bonus points when used to bring in new customers.
• With loyalty participation continuing to plague c-store operators, retailers are investing more into their programs to boost their appeal. Besides Casey’s, Circle K, Arko Corp. and Parker’s have also relaunched their loyalty apps in recent months.

Dive Insight:

In November, Casey’s top digital executive Art Sebastian — who is expected to leave the company — said the retailer was actively working on refreshing its loyalty program and mobile app to include an upgraded user interface and experience, as well as adding new functionality based on customer feedback. 

Its latest app refresh was formed by listening to customers and learning what they enjoy most about the rewards program — which turned out to be the way they choose their rewards, Tom Brennan, chief merchandising officer for Casey’s, said in the announcement.

“Whether it’s Casey’s Cash to help pay for pizza night or extra cents off when filling the family vehicle, members have the flexibility to decide what works best for them,” Brennan said.

Casey’s loyalty members can use Casey’s app inside the store to scan a QR code at checkout or input their phone number at the pump and earn 10 points per $1 spent inside the store or ordering pizza, and 5 points per gallon of fuel purchased. Points are then redeemed for Casey’s Cash, which can be used inside the store, on fuel or to make donations. Rewards start at 250 points.

More than a third of Casey’s transactions come from its loyalty members, according to the announcement. The retailer launched its rewards program in January 2020 and surpassed six million total members in December 2022.

Casey’s operates more than 2,400 c-stores in 16 states and is the third-largest c-store chain in the U.S. by store count.