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TXB, Spicewood, Texas, is revamping its loyalty program, which will feature stackable fuel discounts, fewer points needed for discounted purchases, free digital coupons and bonus offers. The convenience-store chain’s goal is to make it easier to earn more points per dollar on both inside store and TXB app purchases.
Loyalty customers will also have access to TXB’s Chug Club drink subscription. This subscription will now give customers two coffee, fountain, tea and frozen dispensed drinks of any size per day.
The app also includes an interactive game that produces different discount codes and coupons for users in partnership with BrandMobile, a Copenhagen-based mobile game company. Every time a member plays the game, they are submitted for the rotating prize with the last winners receiving free fuel for a year.
Scaling the program is a challenge for the 52-store chain, Ben Hoffmeyer, vice president of marketing and merchandising, told CSP in January.
Hoffmeyer’s goals include focusing on increasing engagement and capture rates; making signup easier via PIN pad; increasing gamification and app traffic by 35-40%; and monetizing gamification traffic and digital assets.
He also said that the chain is leveraging artificial intelligence for custom loyalty emails and in-app messaging based on users’ optimal open rates and shopping patterns.
“We have always wanted to make our guests feel at home in every location, and with the relaunch of our loyalty program we can also make it an interactive experience for them,” said Kevin Smartt, CEO of TXB. “We listened closely to our guests, and we’re excited to introduce everyday fuel discounts alongside offers and rewards for our loyal customers.”
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