Dive Brief:
- Weigel’s is adding tablets at checkout across all its stores to boost enrollment in its MyWeigel’s Rewards program, the company announced last week.
- The tablets aim to make the signup process faster and easier for customers. People can enter their phone number into the tablet, which will then send a text message so they can complete registration at their leisure.
- While c-stores see high loyalty retention, with at least 80% of users returning monthly, they trail QSRs in overall signups.
Dive Insight:
Streamlining the signup process and allowing users to complete registration on their own time is helping Weigel’s attract more attention to its loyalty program.
Weigel’s piloted the tablets at one store in March before adding a second site in April, said Jessica Starnes, the company’s director of loyalty, in an email. In May, the company added tablets to 10 additional stores, and has now begun adding the technology to the rest of its roughly 80 locations.
So far, it’s seeing positive results.
“We track how many texts vs registrations we see coming from the specific link and are excited to see approximately a 40% conversion rate,” said Starnes.
MyWeigel’s Rewards lets customers earn points on purchases which they can then redeem for in-store items or fuel discounts, according to the company’s website. It also has clubs through which customers can buy a certain number of items like milk, donuts or pizza and get one free.
As it expands the reach of its loyalty program, Weigel’s also has its eye on further enhancing the program’s features.
"As we continue to roll out these tablets across our entire store network, we expect to see even more engagement and, in the future, deliver personalized offers that will resonate with our customers," said Starnes.
