Mickey's Relaunches Its Loyalty Program

Ohio-based convenience store chain Mickey’s, which as 42 locations, relaunched its customer loyalty program on the Patron Points platform, aiming to give customers a “stronger, more personalized rewards experience across every store,” the company said in a press release.

The company said that with the new provider, it can participate at Tier 4 with Altria Group Distribution Company (AGDC)'’s Digital Trade Program, “delivering real value to guests through personalized P+ and segmented digital offers.” Mickey's can now tailor rewards and promotions to guests instead of offering blanket promotions to all customers.

"Switching loyalty providers is never something you take lightly, especially when your guests are used to earning every day," said Dan Coles, president and CEO at Mickey's. "Patron Points made the migration fast and smooth, and their team was responsive at every step. Even better, we came out the other side with Tier 4 AGDC participation—so we can give our Herd personalized P+ and offers that actually fit them, and the numbers are already showing it."

In the three months since relaunch, Mickey's said it has seen:

• Higher spend per trip.
• A 34.8% increase in loyalty sales.
• A 17.8% increase in loyalty fuel gallons sold.
• More than 25,595 new customers enrolled in the program.

Loyalty