DEWITT, N.Y. — Petr-All Petroleum Corp. has launched a Paytronix-powered loyalty program for its 77 corporate-owned Express Mart convenience stores in New York.
The new Around the Clock Rewards program went live in February. Launching the new program could help drive traffic from the pump to the store. The program will also allow Express Mart stores to deliver purchase-relevant offers to its customers. Anyone can join the program in-store, online or through the mobile app.
The Around the Clock Rewards program includes the following elements:
- Loyalty: The program motivates customers to identify themselves on each visit. The program syncs up with Express Mart’s Gilbarco Passport point-of-sale to generate data that can drive targeted offers and advertisements.
- Messaging: Express Mart has access to a campaign tool and customer loyalty data in one interface. This allows Express Mart to reach customers while they are deciding on a purchase through real-time messages triggered by customer behavior.
- Mobile: Members can customize their own rewards using the mobile app.
- Data Insights: The Paytronix Data Insights team is collecting data and identifying strategies Express Mart stores can use to influence loyalty members and improve the guest experience.
“In this launch period, Express Mart is focused on enrollment and registration, but we can already see our loyalty data by store,” said Ally McConaughy, loyalty and events manager for Petr-All Petroleum/Express Mart Convenience Stores.
“Ultimately Express Mart wants to get to know and serve its customers better, and that’s why we turned to Paytronix for our loyalty program,” said Andrea Waldman, project manager for Petr-All Petroleum/Express Mart. “We do a lot of things that aren’t typical to our industry, so we needed a loyalty program to match our brand, not your average loyalty. With Paytronix, we have tailored the brand experience to individual customer preferences and buying habits in a way that’s meaningful to members.”
Dewitt, N.Y.-based Petr-All Petroleum Corp. owns and operates 77 Express Mart convenience stores, all located in upstate New York and all selling fuel. Most are branded Sunoco, some fly the Mobil flag and a few are unbranded. Some of the stores feature a car wash. More than a dozen Express Mart locations are co-branded with McDonald’s, Subway, Papa John’s and Tim Hortons.
It ranked No. 76 in CSP’s 2017 Top 202 list of the largest c-store chains in the United States.