Gulf Oil Relaunches Loyalty Program

The program offers an everyday savings of three cents off per gallon of fuel for loyalty members.

May 04, 2023

ALEXANDRIA, Va.—Gulf Oil has relaunched its Gulf Pay program, partnering with Stuzo on the launch.

“We’re excited to be partnered with Stuzo for the relaunch of Gulf Pay, including a robust loyalty offering and a more rewarding experience for the user,” said Nikki Fales, vice president, marketing and payments at Gulf Oil. “Our partnership with Stuzo sets the stage for future enhancements that will further benefit our network of Gulf distributors and dealers and their customers.”

Gulf Pay launched with a new everyday savings of three cents off per gallon of fuel for all program members who are fully enrolled and complete purchases using Gulf Pay as their payment method. New program members and those who migrate from Gulf’s previous app will enjoy a one-time rollback of 15 cents off per gallon of fuel when paying with the Gulf Pay web or iOS/Android mobile app experiences. Currently, all major network open loop cards, Apple Pay and Google Pay are supported for in-app payments both at the pump and in store.

“Our partnership with Stuzo is a game changer,” said Fales. “With access to Stuzo’s Wallet Steering solution, we can better understand our consumers’ fuel purchasing behavior in a new way. Stuzo enables us to apply this data in real-time to drive incremental fuel gallons by targeting consumers with hyper-personalized offers.” 

Stuzo’s Wallet Steering product features and proprietary Wallet Steering method will enable Gulf to track its existing share of program member Wallet Capacity and programmatically capture its incremental Wallet Opportunity.

“The relaunch of Gulf Pay is just the beginning of a multiyear journey Gulf and Stuzo have embarked on, with the goal of further improving how Gulf engages with its retailers, builds loyal relationships with its consumers, and delivers greater business outcomes,” said Jake Kiser, chief customer officer, Stuzo.

Yesway recently partnered with Stuzo to support its rewards program at its Yesway and Allsup’s branded outlets.

Loyalty customers spend more at convenience stores, according to recent Paytronix research. C-store loyalty members annually spend 38% more on average than other customers, and the report found fuel visits increased by 8% in 2021 for loyalty member customers. Also, the most loyal c-store customers are visiting businesses one or more times per day.

Check out “Welcome to the Club” in the February 2023 issue of NACS Magazine to learn how c-store loyalty programs are moving beyond simple points and rewards to a personalized experience.