Yesway Drives 45.2% of Its Loyalty Members from Pump to Store with Paytronix

Anna Wolfe
Senior Editor - Restaurants
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Yesway has won the 2018 Paytronix Loyaltee Award for Best Convenience Store Loyalty Launch. The convenience store’s Yesway Rewards program helps it generate a unique experience that engages customers and motivates them to visit its 150+ stores more frequently.

“Paytronix gives us a multi-pronged approach to communicating with our loyalty customers via email and mobile messaging, which is directly tied to store-level promotions. It is a powerful platform,” said Darrin Samaha, VP and brand manager. “Some brands run their programs in a passive way; however, we take a different approach. We work with Paytronix’s team to make informed campaign decisions to drive and enhance customer visits based on data. The ability to connect supplier brands to our program allows us to cut the data and understand what offers are really going to move the needle on each visit.”

The Des Moines, Iowa-based c-store chain leverages its loyalty program to run joint promotions with numerous vendors, including Altria, Red Bull, Coca-Cola, Frito Lay and other major supplier partners, who will often fund the rewards. Coca-Cola, for example, recently provided loyalty customers with an extra summer beverage reward, and Red Bull offered a “cents off per gallon” promotion on gas fill-up with purchase—bringing guests into the store and driving new registrations.

“The integration of the supplier partner program has helped bring customers into the stores who have in turn become new members,” said Samaha. “As an example, we introduced an Altria partnership and our tobacco offer realized a 52% take rate in its first program phase. That is a compelling result and we are looking to do more with Paytronix and our suppliers in the coming year.”

Yesway management believed that a loyalty program was a critical element to building relationships with their customers and differentiating this new brand from their competitors. After a comprehensive review of potential loyalty platforms, Yesway selected Paytronix as its customer engagement platform and then built Yesway Rewards from the ground up.  Consequently, Yesway is better able to identify, understand and communicate with their guests and deliver direct messages with relevant offers that give customers even more reasons to shop at its stores.