Tiger Fuel is connecting c-store rewards program to car wash membership. | Tiger Fuel
Tiger Fuel is linking its car wash and convenience-store loyalty programs to drive cross-channel traffic and increase customer retention.
The Charlottesville, Virginia-based petroleum distributor and convenience-store operator will offer fuel discounts at 10 of its c-stores, called The Market, to members of its TigerWash unlimited car wash club. The company operates three express tunnel car washes.
Ceramic members receive 30 cents per gallon, Tiger Wax members receive 20 cents and Wheel Deal members receive 10 cents on up to 20 gallons per fill and up to 50 gallons per month.
Tiger Fuel partnered with Paytronix, a digital guest engagement platform based in Newton, Massachusetts, and Rinsed, a car wash customer relationship management provider based in New York, to integrate the programs. The technology enables data from the TigerWash membership platform to sync with The Market’s Market Rewards loyalty program.
“As a company that is laser-focused on customer value, Tiger was looking for ways to provide extra value to our customers,” said Sara Belkowitz, director of marketing at Tiger Fuel. “The marriage of Market Rewards with a TigerWash membership is designed to drive stronger membership and sales at our three express tunnel washes as well as better membership retention and, at the same time, incentives for them to become top-performing customers at The Market c-stores.”
Tiger Fuel said it also plans to use the Paytronix platform to deliver targeted offers to car wash members, such as a free drink with a fuel purchase.
“The successful integration of these two rewards programs enables the transfer of information from the Rinsed-powered TigerWash unlimited car wash club into The Market by Tiger’s Paytronix-powered Market Rewards,” said Jeff Hoover, director of strategy and analytics for convenience store brands at Paytronix.
Rinsed CEO Austin Esecson said connecting car wash and c-store rewards expands membership benefits beyond the wash and increases customer lifetime value.
In 2020, Tiger Fuel changed its logos and branding and rolled out a new loyalty program, mobile app, online ordering system, websites and exterior and interior signage.
The Market rewards program allows members to earn 10 points for every $1 spent on eligible in-store purchases and five points for every gallon of fuel purchased. Members receive a 20-cent-per-gallon fuel discount as a welcome offer and earn their first reward at 200 points.
Points can be redeemed for free items, including freshly brewed coffee, fountain beverages, candy, snacks, sandwiches and other deli items, or for fuel discounts. The retailer also offers buy-five, get-one-free beverage rewards and a buy-nine, get-one-free offer on Market sandwiches. Members receive personalized offers based on purchase history and a birthday reward.
Tiger Fuel is a family-owned business established in 1982 with the purchase of an Exxon-branded petroleum distributor in Charlottesville. It is a full-service petroleum product distributor to central Virginia and offers the Exxon, Shell, BP and CITGO brands, as well as its own private label, Excel.
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