GPM has been looking to expand its stake in the convenience retail space of late. The path forward, it seems, is through an engaging mobile app that encourages customers to try out that little bit more of the offering each time. Competition is fierce, and so, GPM has found it necessary to revamp its app, Fas Rewards, twice in two years.
Haffner’s, EG America, Onvo, and Terrible’s have all leaned into their apps even more over the last 12 months, with each enhancing their app offerings with new updates and features. Now, Fas Rewards has a host of new features and a new approach to try to continue to grow as a “developing” brand in the space.
A Refresh to Bolster Engagement
The Fas Rewards app first underwent a vast refresh in 2023. Adding in-app features like a virtual wallet, ordering deliveries and pickups in-app, and exclusive member deals saw loyalty memberships jump by 20 percent in just a few months. It was a big step forward that jolted Fas Rewards’ base to 1.8 million.
Now with 2.4 million members, another refresh looks to spur further interest and engagement in Fas Rewards. The value in the customers on the loyalty program is significant, per Chairman, President, and CEO Arie Kotler, with enrolled members spending some 53 percent more than non-members at GPM stores.
Looking to grow those numbers further and break past the “developing” penetration of the total program, the app now has new features to increase engagement. Thus, the efforts are to make those enrolled even more valuable as customers.
Clearly, the mobile app is a key driver of in-store performance for GPM, meaning that the best path to growth is through an improved app. Now, the drive is to hit the important note of increasingly value-conscious users. Exclusive in-app deals, notifications on offers, and the new Deal-of-the-Week all aim to win over these customers.
A Reason to Open the App Regularly
As a convenience store chain, it’s important for GPM to lean into the convenience factor while also realizing the potential of people needing to visit regularly. Apps are the path to realising full customer engagement. Mobile app downloads continue to rise, and more and more sales are taking place through the pocket-sized devices.
Where Fas Rewards has made a strong step in the right direction, along with refining the app to make it a more engaging experience, is with its Deal-of-the-Week. Automatically, users have a reason to boot up the app each week, encouraging them to go to stores and make use of the other in-app deals.
Naturally, the next step would be a daily offer of some kind. This is what it’s come to in the very competitive field of online casino gaming. The casino welcome bonus gives newcomers a boost of bonus funds and free spins. However, on that same promotions page, loyal users will get to jump into daily tournaments and daily prize drops.
While the total casino offering is always conveniently there for anyone who wants to jump in, having a reason to check in each day is a big reason why these platforms achieve such high levels of engagement. Of course, for a convenience store, creating that reason without taking a hit to profits can be a tricky balancing act.
Daily log-in rewards, such as a few loyalty points or even a mini wheel-spin game to potentially win a discount or item, could help to further engagement on Fas Rewards. Even so, for now, they’re continually adding new features that will up customer usage.
