ALEXANDRIA, Va.—Marathon Petroleum Corporation (MPC) launched Marathon Rewards, a new loyalty program that will replace the former MakeItCount program after a successful pilot at select Marathon-branded gas stations.
Marathon Rewards offers three ways to earn rewards: a five-cent per gallon everyday base earn, select in-store purchases and third-party offers.
Marathon Rewards can be redeemed to save on fuel purchases at participating Marathon stations across the United States. New members may receive Marathon-funded sign-up incentives of up to $5. The new program is easy to join, consumers just need to enter a mobile number at the dispenser or pin-pad in-store.
“Earlier in the year, we converted a few sites over to Marathon Rewards as a pilot to ensure the program was ready before full conversion,” said John Rice, brand marketing and commerce manager. “The pilot performance indicators have been strong, including memberships and transactions. We are excited to launch the next phase of Marathon Rewards.”
Marathon Rewards is available for installation at stations operating on Verifone or Gilbarco point-of-sale systems. Marathon is providing a $500 incentive for stations that install Marathon Rewards before May 1, 2023.
This summer, Marathon Petroleum Corporation revealed new branding for Marathon.
“Remaining true to our heritage, you will still see the familiar red, white and blue colors reconfigured into a bolder, more contemporary design,” said Rice. “Updated dimensional elements such as a retooled logo, channel letters and illumination will capture attention both day and night. The new image also features ‘Endurance Fuels’ to underscore Marathon’s enduring commitment to provide consumers with high-quality fuels.”
According to recent Paytonix research, c-store loyalty members annually spend 38% more on average, while fuel visits increased by 8% in 2021 when a customer is a loyalty member. Also, the most loyal c-store customers are visiting businesses one or more times per day.
TXB recently launched a custom app, which allows customers to earn and save on gas purchases. Also, Mars is launching a loyalty experience by partnering with Fetch, a consumer-rewards app. The program will allow consumers to earn rewards points for purchasing select Mars products.
NACS has published a free report on how convenience retailers can build loyalty program affinity beyond rewards and provides insights on c-store loyalty programs, shopper expectations, program engagement, personalization and program access/communication.
NACS also offered a free webinar that shows retailers how to improve their current loyalty program.
For the latest news in what’s happening in the c-store world of loyalty programs, read “Leveraging Loyalty” in the September issue of NACS Magazine.