Dive Brief:
- Yatco has revamped its mobile app to include several new features and personalized elements, the convenience retailer announced on Tuesday.
- The app was developed with the help of c-store app company Rovertown. Yatco undertook this project after nearly three years of operating a white-label app and seeking a platform that offered greater flexibility and customization, the company said.
- The new mobile app underscores the many ways in which Yatco continues to grow as the Marlborough, Massachusetts-based company expands.
Dive Insight:
In Wednesday’s announcement, the convenience retailer said the new mobile app “lays a strong foundation for digital engagement.”
“As we expand rapidly in one of the nation’s most competitive markets, enhancing our digital engagement is crucial for increasing brand recognition,” Hussein Yatim, vice president at Yatco, said in the announcement. “This new mobile app enables us to compete effectively with larger regional players and offers the personalized, meaningful interactions that our customers expect.”
Not only does the revamped mobile app enhance Yatco’s existing loyalty program, which is powered by tech firm Paytronix, but it brings new features like CPG-funded offers, personalized engagement and discounts on age-restricted products. The app will also soon feature an employee hub, in which store employees can access their perks and directly communicate with company leadership.
The new app is a “milestone” for Yatco, which operates 17 convenience stores across Massachusetts, Connecticut and Rhode Island, and supplies branded and unbranded fuel to hundreds of operators throughout New England.
“For a company of our size, possessing such sophisticated digital engagement and loyalty capabilities sets us apart,” Yatim said in the announcement.
Yatco is one of several c-store retailers this year to launch or relaunch their mobile apps this year with Rovertown. Others have included Jiffy Trip, Han-Dee Hugo’s, Family Express, Gas N Wash and Loop Neighborhood Market.
