FORT WORTH, Texas—Yesway is using the Stuzo Wallet Steering solution to support the company’s rewards program at its Yesway and Allsup’s branded outlets. The customer loyalty program was launched in 2017, and Yesway will now use it to analyze collected customer data in real time in order to grow wallet share, reports Chain Store Age,

The current rewards program lets members swipe their card or mobile app at checkout, earning points that can be redeemed for merchandise, gas savings and exclusive deals.

“When we first launched Yesway Rewards, we created a foundation for rewarding our customers. Over time, we realized we had the opportunity to go so much further,” said Darrin Samaha, vice president of marketing, Yesway. “Through our partnership with Stuzo, we’re confident we can build on our past success and scale up our program … in ways that matter most to our business—member count and transaction volume paired with profitable incremental bottom-line growth.”

According to a press release from Stuzo, “Yesway will leverage Stuzo’s Wallet Steering solution to understand the incremental wallet opportunity it has with its customers on a one-to-one basis and further, on a wallet-by-wallet basis. Yesway will activate this data in real-time to increase its share of customer wallets.”

In other news, Yesway announced that Thomas W. Brown will be the brand’s chief real estate officer. According to Chain Store Age, Brown previously served as president of Brookwood Financial Partners, a real estate private equity firm, and has helped put the Yesway logo on 435 outlets during the past seven years.

The Fort Worth-based chain is pursuing an aggressive campaign to grow its store count and enhance its financial performance. Last year, Yesway completed the construction of 17 new stores and 21 raze-and-rebuild projects.