Par Mar Oil has expanded its digital commerce operations across store locations in four states through a partnership with Lula Commerce, according to a press release. “This initiative is set to transform Par Mar's customer engagement by delivering seamless digital experiences across all major order-ahead and pickup platforms, including Uber Eats, DoorDash, GrubHub, Seamless and Postmates,” Lula Commerce said.

Leveraging Lula’s services, Par Mar “successfully launched digital commerce across its markets, streamlining essential yet time-consuming tasks such as delivery service relationship management, digital order accounting and reconciliation, operational and growth strategy and IT functions.”

Lula Commerce said that by fully integrating its PDI back-office system with the Lula Hub, Par Mar retailers will enjoy real-time price syncing and inventory updates across their digital channels, improving operational efficiency. The company said the partnership effectively frees up approximately 2.5 full-time resources, allowing Par Mar to efficiently scale its digital commerce operations.

According to the release, this expanded partnership follows the success of a pilot program between Lula and Par Mar Oil in early 2023, which generated strong demand and received positive customer feedback.

Par Mar Oil operates in Ohio, West Virginia, Pennsylvania, Kentucky, Virginia and Maryland. In early 2023, Par Mar further strengthened its market presence with the acquisition of 14 convenience stores from Santmyer Companies.

In September, NACS Daily reported that Clipper Petroleum, a family-owned retail brand in the Southeast, launched its new e-commerce channel through a partnership with Lula Commerce. The initiative introduced local delivery and pickup services across Clipper Petroleum's retail locations in Georgia and South Carolina.