Paytronix Systems Inc. announced that FriendShip has won the 2019 Paytronix Loyalty Award for Best Launch, due to the success of its revamped rewards program.
FriendShip is the retail division of Fremont, Ohio-based Beck Suppliers, a family-owned and operated retail and wholesale petroleum marketer founded in 1950. The company operates 26 FriendShip and FriendShip Kitchen locations.
In just under one year since the revamped rewards program launched, it has increased in-store visits by 5% and gallons purchased by 18% through targeted pump-to-store promotions. Additionally, it has more than doubled the percentage of its loyalty transactions and sales.
FriendShip wanted to better understand and engage its customers through a more compelling loyalty program that included one-to-one marketing, better customer segmentation and more robust reporting. Additionally, it was looking for a way to strengthen brand awareness and trust after its recent brand refresh. It selected Paytronix to help launch a new loyalty program that promoted its new brand and created deeper connections with its guests.
In order to drive registrations, the promotions were communicated through exterior and in-store advertising and social marketing campaigns. Store managers received an incentive bonus for reaching 90-day enrollment goals, which added focus and excitement to the program during the transition from the old program to the new and improved one.
Within a year, FriendShip reported that more than 15% of transactions are from program members. One new store in particular achieved 28.5% member transactions in less than three months after launch. FriendShip attributes the success to its marketing efforts coupled with a platform that provides the most ways for customer to join and engage with the program.
In less than one year since the launch, FriendShip has seen some impressive results, including:
- New targeted pump-to-store promotions increased in-store visits by 5% and gallons purchased by 18%
- The percentage of loyalty transactions and sales more than doubled with the new program
- More than 66% of loyalty transactions have come from registered members, well exceeding the set goal of 50%
- Overall loyalty penetration, the percentage of total transactions attributed to members, exceeded 15%
- 28.5% penetration in less than three months in a new FriendShip Kitchen concept location, with a 3.6% conversion rate
“At FriendShip Stores, we know exactly how the loyalty program is performing, thanks to real-time data from Paytronix,” said Kevin Campbell, director of marketing at FriendShip. We are able to see unique guest habits and develop custom reports that provide us fast insights so that we can react quickly if we see something isn’t working. Additionally, Paytronix simply works — it’s always on and works flawlessly within our technical ecosystem. We can now fully engage with our customers, which is critical in making our loyalty program a success.”
Newton, Mass.-based Paytronix is a provider of SaaS customer experience management (CXM) solutions for restaurants and convenience store brands. Through its innovative software design and integrations with more than 30 widely used point of sale systems, Paytronix empowers more than 350 brands across 26,500 locations with the flexibility to build unique, revenue-enhancing guest experiences.
