Abigail Cerra to Launch Chestnut Market’s New Loyalty Program This Spring

Photograph by Michael Marquand

As Chestnut Market rolls out its rewards program this spring, Abigail Cerra, manager of marketing, loyalty and communications, aims to drive member acquisitions and leverage personalized offers. In the future, the convenience-store chain will explore mobile payment, order-ahead capabilities and delivery services, she said.

This year’s Category Manager of the Year (CMOY) awards featured 14 winners across seven categories. Winners from both small (99 or fewer stores) and large chains (100 stores or more) were selected for the first time in each category.

Cerra was a small chain finalist for the tech, loyalty category in CSP’s 2025 Category Manager of the Year awards. Here is a Q&A from her conversation with CSP on managing the technology category.

What’s a technology or loyalty feature that you haven’t implemented yet but are curious about? Why?

We’re excited to launch Chestnut Rewards in spring 2025, which will feature data-driven offers tailored to our customers’ preferences. As we roll out this program, we’re also exploring future enhancements such as mobile payment, order-ahead capabilities and delivery services. These features will make transactions more seamless and convenient while ensuring our customers get the most value from their visits. We’re particularly interested in how artificial intelligence (AI) can further personalize offers and enhance the overall loyalty experience.

Have you experimented or adopted AI anywhere in the category? Do you plan to in the future?

AI is new to us, and we are just beginning to explore its potential. However, we’re excited about the ways AI can enhance our operations and customer experience in the future. From personalized offers in our upcoming Chestnut Rewards program to inventory management and operational efficiencies, we see AI as a tool that can help us better serve our customers and streamline our business. As we continue to grow, we look forward to integrating AI-driven solutions that improve convenience, engagement and overall store performance.

What are your goals for 2025?

Our top goals for 2025 revolve around the successful launch and growth of Chestnut Rewards. We are focused on rolling out the program in spring 2025, driving member acquisitions through strategic marketing and building strong program awareness to ensure customers understand and maximize their benefits. By leveraging personalized offers and seamless digital integration, we aim to enhance customer engagement and loyalty while reinforcing Chestnut Market as the go-to convenience destination.

What do you love about your category?

I love the ability to influence customer experiences by making every visit more convenient, rewarding and enjoyable. Whether through personalized rewards, faster transactions or a clean and friendly environment, I take pride in delivering a better experience for both our customers and our store teams. Creating a positive impact at every level—from the frontline employees to the communities we serve—is what drives me forward.

What are the biggest challenges?

Our biggest challenges include keeping up with rapidly evolving technology and ensuring we’re not late to market when launching new innovations. However, we see more advantages than challenges, thanks to our strong brand presence and deep connections within our communities. Our established reputation gives us a solid foundation to successfully implement new initiatives and continue growing in a competitive landscape.

What is another loyalty program that you look up to, whether it’s in the c-store channel or not? Why do you think it’s a good model?

I admire Ulta Beauty’s loyalty program, which boasts over 42 million active members and accounts for approximately 95% of the company’s sales. They have successfully integrated their rewards program into the brand and consistently deliver on it as a full customer experience. From their marketing to offers to in-store activations, I don’t think anyone else does it better.

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