C-stores have been ramping up their customer loyalty game in recent times. Following similar strategies to QSRs in using mobile apps to engage customers with integrated features, 7-Eleven is now adding contactless pay-at-the-pump and Siri conversational commerce to its 7Rewards. Consumers like that mobile apps provide convenience and immediacy, plus digital payment means not having to exchange cash in times of Covid-19 precautions. Merchants also win with feature-rich mobile apps and will find that their customers will visit more with higher spend.
A CStore Decision article, excerpted below, reports more on this topic:
To enable customers to fuel their cars with the most value, 7-Eleven is now piloting Fuel Loyalty in participating 7-Eleven stores in North and South Orlando Fla., North Texas and Woodbridge, Va. The Fuel Loyalty program is designed to provide contactless payment options to reduce touch and drive instantaneous savings at the pump.
The internally developed technology allows customers to pay for fuel contact-free through the 7Rewards® loyalty program found in the 7-Eleven app by using mobile payment options or Siri shortcuts on their Apple iPhone. 7-Eleven is the first retailer to offer this convenient and frictionless Siri functionality which allows customers to use voice commands to pay for gas.
Customers who use the program will receive a discount of 11 cents per gallon on the first seven fill-ups on all fuel grades; after which members will receive a three-cent per gallon discount on all fuel grades. The per-gallon discount will automatically show on the pump display. “Adding fuel savings takes the 7Rewards loyalty program to the next level,” said 7-Eleven Chief Digital Officer Tarang Sethia. “Fuel loyalty offers value with an elevated experience that allows customers to pump, pay and be on their way all without taking out their wallet! A contactless payment experience and fuel discounts. That’s how we give customers power in the driver’s seat.”
Overview by Raymond Pucci, Director, Merchant Services at Mercator Advisory Group