Marathon Pilots Updated Loyalty Program

Customers earn five cents on each gallon of fuel, plus other reward opportunities in store and through third-party offers.

November 07, 2022

ALEXANDRIA, Va.—Select Marathon-branded gas stations are piloting a new and improved loyalty program called Marathon Rewards. The new program, which will replace the MakeItCount Rewards platform, is expected to launch chainwide by the end of the year.

“Customer loyalty is integral to the Marathon Brand,” said John Rice, brand marketing and commerce manager. “This upgrade is a component of our broader Marathon Brand strategy, which includes the recently launched Endurance Image and our new Marathon Insight mystery shop program currently under development.”

Marathon Rewards is designed to enhance the retail consumer experience, according to the company. The program allows customers to earn a five-cent reward per gallon of fuel, and they can earn rewards on select in-store purchases and additional third-party offers. Rewards can be redeemed on qualifying fuel purchases, and the program kicks off with a $5 reward incentive for new member-related activities.     

Marathon Rewards is powered by Stuzo’s Open Commerce product suite.

“Stuzo is excited to partner with Marathon to bring the all-new Marathon Rewards program to market,” said Jake Kiser, chief customer officer, Stuzo. “Marathon Rewards utilizes Stuzo’s patent-pending Wallet Steering System, which drives incremental shares of fuel and merchandise to jobbers and dealer networks.”

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.