How Your Loyalty Program Can Go Beyond Rewards

A free NACS report shows how a loyalty program can appeal to customers with more than expected.

October 26, 2022

ALEXANDRIA, Va.—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.

Many convenience retailers were late to introduce loyalty programs but have been steadily progressing from punch cards to digital loyalty offerings through integrated mobile apps over the last 10 years.

Today’s loyalty programs attract customers with rewards, point accruals for discounts and promotions. Yet, as the digital revolution continues to progress, many consumers find these types of benefits offer the bare minimum, providing a largely table-stakes loyalty experience. Convenience retailers run the risk of offering a generic—and largely commoditized—loyalty experience.

Convenience retailers have an active role to play in molding their loyalty program to build greater engagement with their shoppers. Appealing to customers with more than expected, transactional benefits is pivotal for elevating the convenience retail loyalty offering and building distinction from other loyalty efforts. Understanding shopper desires from loyalty programs will drive deeper engagement with loyalty programs and build affinity beyond rewards and discounts.

Released this month, the report “Driving Engagement From Convenience Retail Loyalty Programs” explores:

  • Convenience loyalty program membership and competition
  • Shopper expectations of convenience loyalty programs
  • How loyalty program members engage
  • Shopper perspectives on personalization, access and communication
  • Loyalty program access and communication with members

This free report is best suited for retailers exploring the addition of a loyalty program, those considering changes to their existing loyalty program or any retailers looking to build more engagement with shoppers. This study is also relevant for retailers and providers interested in shopper perspective on convenience retail loyalty programs.

Download the report today.