Thorntons adds fuel discount to rewards program

Dive Brief:

Thorntons has added a fuel discount to its Refreshing Rewards loyalty program, according to a Thursday press release.
The BP-owned c-store company is now offering 5 cents off per gallon if loyalty members use their rewards card when fueling up. They will also receive Flash Fuel offers each week, which can give up to 20-cent discounts. The program has a cap of 35 gallons.
Louisville, Kentucky-based Thorntons is the latest c-store retailer augmenting its loyalty program with new features as the industry increasingly looks to leverage the data and brand-building these programs can bring.

Dive Insight:

Customers can sign up for the Refreshing Rewards program in-store, online or through Thorntons’ mobile app. In addition to an array of exclusive deals, membership gives access to Thorntons Frequency Clubs, where customers can get a free item after buying a specific number of certain products. Members who verify their age also have access to deals on tobacco and alcohol products.

Thorntons also announced a Pedal to the Metal sweepstakes, which is open to all Refreshing Rewards members. The winner gets a NASCAR race experience, $35,000 in cash and a new car.

Earlier this week, Casey’s General Stores launched its refreshed app for Casey’s Rewards. The update introduced features like lifetime-total savings, shareable referral codes and ways to redeem rewards more easily.

In April, Arko Corp also updated its fas Rewards app, which now includes a virtual wallet, app-based ordering for delivery and pickup and the ability to easily track rewards points.

A strong loyalty app can build a relationship between the c-store and its customers, making them more likely to become regulars, said Matt Sargent, director of strategy analytics for Sargent Up North.

“Retailers are realizing the importance of truly investing in their own brand,” Sargent said in a recent interview.

Thorntons operates more than 200 stores in six states: Kentucky, Illinois, Indiana, Ohio, Tennessee and Florida. In addition to the retail arm, Thorntons has its own transportation fleet and food commissary.