Dive Brief:
- Vroom Delivery, a convenience retailer-focused e-commerce company, has partnered with retail loyalty and engagement firm Par Technology’s Punchh to let c-stores integrate more loyalty rewards into online ordering, according to an emailed press release Wednesday.
- The agreement will allow convenience retailers using Punchh’s software to let customers earn and use their loyalty points through Vroom’s e-commerce platform. It will also allow innovations from Punchh to be rolled out quickly to their mutual customers, Vroom Delivery Founder and CEO John Nelson said in an email.
- In addition to Punchh, Vroom Delivery also integrates with loyalty programs from PDI, Paytronics and KRS among other providers, according to Nelson.
Dive Insight:
With this partnership, Vroom said retailers are able to offer the same loyalty promotions online that they do in stores, allowing them to more effectively reach digitally savvy shoppers. Vroom noted that the average delivery order through Vroom that integrates a loyalty number was worth $40, “several times the average” of non-loyalty in-store baskets.
That data matches with information from Parkland, which noted a 20% increase in spending among members of its Journie rewards program over nonmembers. Loyalty members are also more likely to be exclusive to a convenience store whose loyalty program they use, and 35% of customers buy extra items when they redeem loyalty rewards, according to Mintel and Circana data.
“Our partnership with Vroom Delivery highlights how integral omnichannel solutions are to the convenience vertical, as well as how critical it is to offer real-time fulfillment,” said Savneet Singh, president and CEO of PAR Technology’s Punchh, in the release.
Several chains, including Carmi, illinois-based Hucks, which has 135 stores in Indiana, Illinois, Kentucky, Missouri and Tennessee, will be able to take advantage of the combined offering.
Chicago-based Vroom Delivery is live within the Rovertown, PDI, KRP and Punchh apps, according to Nelson.
