60‑Store Fuel & Convenience Retailer Boosts Engagement with Loyalty Program & Pay with Points

Velocity Logic Group partnered with a 60-store fuel and convenience retailer in the Mid-Atlantic region to implement a unified Loyalty Program and Pay with Points experience. By deploying Loyalty Cloud and Pay with Points capabilities, the retailer achieved strong growth in customer registrations, active members, and loyalty-driven revenue.

The initiative also increased transaction frequency and improved customer engagement, delivering $14.21M in loyalty-related revenue within a single quarter.

Overview

Multi-location fuel and convenience retailer operating 60 stores across the Mid-Atlantic region, offering fuel and in-store convenience items.

To strengthen customer retention and increase transaction frequency beyond fuel purchases, the retailer launched a dual strategy combining Loyalty Programs and Pay with Points, designed to incentivise repeat visits and encourage higher spend per visit.

Challenge

Faced several key challenges common in fuel and convenience retail:

• Low member engagement - A large portion of registered customers were not actively participating in loyalty programs, limiting long-term retention.
• Insufficient transaction frequency - Customers primarily purchased fuel but did not consistently engage with in-store items.
• Underutilised reward mechanisms - Existing rewards and incentives were not fully leveraged, restricting potential revenue growth.

Roadmap (Execution & Strategy)

Phase 1: Loyalty Program Rollout with Loyalty Cloud

The retailer launched a centralised loyalty program using Loyalty Cloud to track transactions and deliver personalised incentives across all locations.

Key components included:

• Fuel savings with incremental discounts based on member activity and payment behaviour
• Member-only offers on in-store items to increase basket size
• Mobile access allowing customers to track and redeem rewards seamlessly

Phase 2: Pay with Points Integration

The Pay with Points functionality enabled customers to redeem earned loyalty points directly for discounts on fuel and in-store purchases.

This phase focused on:

• Driving repeat visits by making points redemption frictionless
• Increasing average transaction value through immediate point usage
• Creating a seamless loyalty-powered payment experience across all purchases

Phase 3: Clubs & Personalised Offers

A Clubs-based engagement strategy was introduced to encourage habitual purchasing. Customers earned free items (such as drinks or snacks) after a set number of purchases.

In parallel, personalised offers were deployed for frequent buyers, further increasing engagement and transaction consistency.

Outcome

The combined Loyalty and Pay with Points strategy delivered measurable results:

Member Growth

• 140.68K registered members (+15% period-over-period growth)
• 97.24K active members, reflecting a 14.5% increase

Revenue Impact

• $14.21M in total loyalty-driven revenue (+9%)
• $6.64M from offers (+19%)
• $626.27K from clubs (+32%)

Discount & Incentive Mix

• Offers: 80% of total discounting
• Rewards: 8%, indicating strong program participation
• Clubs: 12%, highlighting success in driving repeat purchases

Why It Worked

The program succeeded because it combined:

• Personalised engagement - Data-driven offers and rewards tailored to purchase behaviour increased repeat visits.
• Ease of redemption - A mobile-friendly, point-based experience made rewards accessible at both the pump and in-store.
• Clear customer value - Fuel savings, store discounts, and free-item clubs delivered tangible benefits without over-discounting.

Key Achievements

• 14.5% increase in active members
• $14.21M in loyalty-driven revenue
• 32% growth in clubs-based revenue
• Strong engagement driven by behaviour-based incentives rather than blanket discounts

Call to Action

Looking to increase customer engagement, transaction frequency, and measurable loyalty revenue across your retail network?

Book a demo with Velocity Logic Group to see how a unified loyalty and Pay with Points ecosystem can drive results at scale.