Dive Brief:
- TXB has revamped its loyalty program, according to a company announcement on Wednesday.
- Changes include adding everyday, stackable fuel discounts, eliminating the previous program’s tiered structure, making points easier to earn and lowering the number of points needed for rewards, according to an email sent to loyalty members.
- TXB is the latest c-store to update its loyalty programs or apps, joining companies like EG America and BP.
Dive Insight:
As convenience stores look to drive more signups and engagement for their loyalty programs, retailers like TXB are reworking those programs to make them more attractive to price-sensitive shoppers.
“We listened closely to our guests, and we’re excited to introduce everyday fuel discounts alongside offers and rewards for our loyal customers,” said Kevin Smartt, CEO of TXB, in the announcement.
The Spicewood, Texas-based retailer’s old program had four tiers, and customers advanced through the program by either making a certain number of visits or earning a certain number of points in a month. The highest tier required 15 visits or 75 points per month. Customers got one point for each gallon of fuel purchased or $1 spent inside at the first tier and four points per gallon or $1 at the top. Spending 400 points earned a $1 discount in the store.
The new, streamlined program gives members four points for every $1 spent in the store and the ability to redeem 300 points for $1 off in-store. It also offers members a 4-cent-per-gallon discount on fuel every time they fuel up, which can be combined with other fuel discounts, according to the email.
Customers can also access digital coupons and bonus offers, as well as TXB’s Chug Club beverage subscription program. Chug Club members can now get two dispensed drinks per day instead of just one.
