Executive Summary
Velocity Logic Group partnered with a fuel and convenience retailer operating 20 locations, focusing on strengthening customer loyalty, increasing active member engagement, and driving incremental revenue. By implementing VLG’s Rewards Engine and Clubs / Membership Programs, the retailer achieved rapid growth in registrations, higher transaction frequency, and over $1.54M in loyalty-driven revenue.
Client Overview
The client is a multi-location fuel and convenience retailer operating 20 stores. While the brand already had a loyal customer base, it lacked a unified loyalty ecosystem capable of driving sustained engagement, measuring performance, and converting incentives into measurable business impact.
Challenge
The retailer faced several common challenges seen across fuel and convenience retail:
- Limited visibility into loyalty performance across stores
- Low conversion of registered members into active members
- Inconsistent use of offers, rewards, and clubs
- Missed opportunities to increase transaction frequency and average spend
- No centralised system to measure loyalty-driven revenue impact
The business needed a scalable loyalty solution that could increase engagement without over-discounting and provide real-time performance insights.
Roadmap
Velocity Logic Group implemented a phased approach to ensure fast adoption and measurable outcomes.
Phase 1: Loyalty Foundation
The retailer deployed a loyalty program to centralise member data, registrations, transactions, and performance reporting across all 20 locations. This created a single source of truth for loyalty activity.
Phase 2: Offers & Rewards Activation
Using the Offers & Rewards Engine, the retailer introduced targeted incentives designed to drive repeat visits while maintaining margin control. Discounts were balanced across rewards, offers, and clubs to avoid dependency on a single incentive type.
Phase 3: Clubs & Membership Programs
Clubs and membership-based programs were introduced to encourage habitual purchasing and improve long-term retention. This structure helped increase member participation across in-store categories while improving overall engagement consistency.
Phase 4: Ongoing Optimisation
Performance dashboards were continuously reviewed to refine the incentive mix, monitor transaction behaviour, and optimise member engagement strategies.
Outcome
The results demonstrated the measurable impact of a structured loyalty ecosystem:
- 32K registered members, reflecting 20%+ overall growth
- 12K active members, growing 35% year over year
- 1.5K new member registrations, up 50%
- Average active member base of 9.5K, representing 25%+ growth
- 95K total transactions, increasing 25%
- Average transactions per member of 4.4
- Average transaction value of $16
From a revenue perspective, the program delivered strong commercial performance:
- $1.5M in total loyalty-driven revenue, growing 20%+
- Club-based revenue of $120K, up 40%
- Offer-driven revenue of $225K, growing 20%+
- Reward-related revenue of $825K, up 10%
- Customer savings delivered of $60K, increasing 60%+
The incentive mix remained healthy and sustainable, with offers (50%), rewards (40%), and club discounts (15%) working together to drive engagement while protecting margins and avoiding over-incentivization.
Key Achievements
- Successfully scaled a unified loyalty program across 20 stores
- Increased member activity and transaction frequency without app dependency
- Delivered over $1.5M in measurable loyalty revenue
- Built a repeatable loyalty framework ready for expansion
Why It Worked
The success of the retailer’s loyalty program was driven by Velocity Logic Group’s ability to combine:
- A centralised loyalty platform (Retail Suite)
- Flexible incentive mechanics through Offers & Rewards
- Behaviour-driven engagement via Clubs and Memberships
- Real-time performance visibility for faster decision-making
Rather than relying on blanket discounts, the retailer used data-driven incentives to create sustainable growth and long-term customer value.
Scalability & Next Phase
With a strong loyalty foundation now in place, the retailer is positioned to:
- Expand advanced personalisation strategies
- Increase cross-category engagement
- Scale loyalty initiatives as store count grows
The framework built by Velocity Logic Group ensures the program can evolve without operational complexity.
Call to Action
Looking to increase loyalty engagement, transaction frequency, and measurable revenue across your retail network?
Book a demo with Velocity Logic Group to see how a unified loyalty ecosystem can drive results at scale.