There’s no question that the digital experience has become vital to the overall performance of loyalty programs today, with customers expecting to shop, pay, and redeem points all through an app. For Weigel's, a regional c-store chain with about 90 locations centrally located in East Tennessee, this summer provided an ideal time to get creative with its digital experience.
Celebrating its 95th anniversary with what it dubbed the Summer 95 campaign, the company used the Weigel’s app and its MyWeigel’s Rewards program to ramp up engagement with customers through a combination of gamification, loyalty offers, personalized communications, and fuel rewards.
The effort paid off: Weigel’s announced last month that its app generated more than 16 million engagements in July alone, representing a 194% increase in engagement from the previous year. Its app users grew by 29%, total app sessions grew by 83%, while its active loyalty membership increased by 12%, and its member spend jumped by 15%.
For Jessica Starnes, Director of Loyalty at Weigel’s, this type of customer engagement is not limited to just an anniversary celebration, but instead a part of the company’s DNA as East Tennessee’s hometown convenience store.
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