Weigel’s recently wrapped up its 95th anniversary celebration, which combined loyalty offers, gamification, personalized communications, fuel rewards, value promotions and more to deliver “significant growth across its digital and loyalty ecosystem,” according to a statement from the retailer.
The campaign was designed to connect Weigel’s 95-year history with the modern convenience consumer, using the Weigel’s App and MyWeigel’s Rewards to create repeated reasons for guests to engage throughout the summer.
During the month of July alone, the Weigel’s App generated more than 16 million engagements, representing a 194% increase in app engagement compared to the prior year.
App users increased 29%, while total app sessions grew 83%, demonstrating how the campaign extended beyond traditional transaction-based loyalty.
Gamification played a significant role in that growth. Throughout Summer 95, customers recorded:
- More than 3 million Scratch game plays
- More than 1.4 million Trivia interactions
- More than 887,000 Spins
- More than 888,000 total Game Room plays
- More than 28,000 geo-fenced Check-Ins
- More than 53% of participating Streak customers completing 50 or more days of activity
- 64,000 point redemptions for sweepstakes entries, with multiple ways available for guests to enter throughout the campaign
The results demonstrate how Weigel’s continues to expand the role of its app beyond offers and transactions, creating a platform where loyalty members can interact with the brand daily through games, challenges, rewards and sweepstakes.
The Summer 95 campaign also delivered measurable results across the broader MyWeigel’s Rewards program.
Active loyalty membership increased 12%, while member spend increased 15%. Loyalty penetration reached 46%, and monthly customer frequency increased 12%.
The four-part 95th Anniversary Collector’s Cup Series generated repeat participation, with more than 25% of participating guests returning for more than one cup drop.
Fuel Up Sundays, offering MyWeigel’s Rewards members significant fuel savings throughout the summer, produced some of the strongest program performance of the campaign. The promotion generated an 88.5% repeat customer rate, while 34% of participating fuel guests converted to an inside transaction. Of those customers who converted inside, 68% made more than two transactions. The program also reached a 50% loyalty penetration rate—the highest recorded for the program.
Value-driven foodservice offers also demonstrated the impact of coordinated digital communications. During the $9.95 Pepperoni Pizza promotion, 33% of total promotional activity came from days when a customer communication was deployed, supported through app push notifications from Rovertown and email communications through PDI Experience Designer.
On Thirsty Thursdays, Weigel’s $0.95 fountain beverage offer generated a 29% increase in medium fountain volume.
The campaign’s 1 Million Points Sweepstakes also demonstrated the value of attracting highly engaged loyalty participants, with customers entering the promotion carrying an average customer lifetime value of approximately $6,000.
“Summer 95 brought together multiple promotional channels under one anniversary platform, allowing Weigel’s to combine heritage, value and technology throughout the season,” the statement continued. “From 95-cent promotions and collectible cups to Fuel Up Sundays, sweepstakes and gamified app experiences, each activation was designed to create another point of engagement within the MyWeigel’s Rewards ecosystem.”
