Dive Brief:
- Quality Oil Company has updated its Quality Perks loyalty program with guest engagement, strategy and analytics tools from Paytronix, the companies announced on Wednesday.
- The retailer, which has 138 locations under the Quality Mart, Quality Plus, and GOGAS convenience brands, expects the updates to its loyalty platform, which includes its app, to allow it to drive engagement, boost retention and improve personalization efforts.
- Winston Salem, North Carolina-based Quality Oil is the latest c-store company to update its loyalty program with new personalization and analytics capabilities, joining companies like QuickChek and BP, which have relaunched their offerings in the past few months.
Dive Insight:
Quality Oil first rolled out a unified loyalty program for all of its brands in 2015, a company spokesperson said via email. The company launched its app with Rovertown late in 2024, according to a LinkedIn post.
The addition of Paytronix’s systems will allow Quality Oil to collect more data on members’ shopping habits, which can help it create customized offers and segment its customer base.
While any customer can use the app, only loyalty members can access age-restricted offers on products like alcohol and tobacco, according to the release.
“Paytronix gives us a refined loyalty system that we can use to reward our customers with one-to-one offers that matter to them,” said Michael Robb, vice president of marketing for Quality Oil Company. “Our goal is to increase our loyalty penetration and create even more opportunities to engage with our Quality Perks mobile app.”
Research shows that c-stores have struggled to lock in loyalty members as they compete with a variety of different programs across retail. While Quality Oil’s update focuses on back-end processes, other retailers have reworked their loyalty setups for shoppers. QuickChek recently added a new points-based system and in-app ordering, while BP offers a program that touts new in-store rewards for frequent shoppers.
