El Paso, Texas-based Western Refining has launched its Express Rewards program at about 160 convenience stores it operates in New Mexico, Arizona and Colorado.

The Express Rewards program uses a consumer RFID key tag that can be used at the pump or inside the store to reward customers with gas discounts, store products, gift cards and more. Consumers can earn points and redeem rewards at any of the Western family of brands including Giant, Mustang, Thriftway, Sundial and Western Express.

Double points can be earned when customers pay for their fuel purchases using cash or debit cards, while another unique feature, the FuelPass program, allows consumers who register to scan their key tag at the pump to receive authorization and avoid having to prepay for cash fuel purchases. Pennsylvania-based retailer Sheetz offers similar benefits through one of its programs.

“After having achieved great success with our proprietary ‘Always something free with a fill up’ program, we realized that we needed a more sophisticated program to move to the next level,” said Mike Polo, director of marketing at Western Refining Retail. “After careful evaluation of available loyalty offerings, we found that Outsite Networks was by far the most robust and flexible solution, allowing us to customize a truly unique and value-filled program for our guests.”

Western Refining Retail owns and operates approximately 160 convenience stores and gas stations located in New Mexico, Arizona, and Colorado. The company markets under its own brands of Giant, Mustang, and Sundial. A number of locations feature the brands of other oil companies and license Western branded fuel to other retail stores.

Norfolk, Va.-based Outsite Networks Inc. has an In-Touch loyalty marketing system technology used by more than 100 retailers to operate loyalty programs in more than 1,500 sites.