Consumers today are looking for a loyalty rewards program that is engaging and relevant to their needs. The NACS study “Driving Engagement from Convenience Retail Loyalty Programs” found that as of 2022, convenience retail loyalty members belong to an average of 6.7 retail loyalty programs, 2.0 of which were convenience specific. Convenience loyalty members most frequently also belonged to quick service restaurants (QSR), grocery and drug store loyalty programs.

Nearly three-quarters (74%) of convenience shoppers feel valued by convenience retailers where they are loyalty members, and 36.6% of customers indicate that they would shop at a convenience store more frequently in order to gain loyalty point rewards. About 61% of customers were willing to go out of their way to leverage their membership at a specific convenience store.

Every customer is unique, but half considered (50%) fuel discounts the most valuable aspect of their membership. The next most-valued benefits were coupons (44%) and access to exclusive rewards (32.1%).

Convenience retailers have an active role to play in molding loyalty programs that can build great engagement with their shoppers. By incorporating popular features that the customers are seeking—and perhaps some distinguishing benefits that set a loyalty membership apart—the program can work for shoppers and retailers.