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Maxol Loyalty Program Engagement Doubles in Second Year

Carolyn Schnare Chief Content Officer, Liquid Barcodes

01/15/2004

Upgraded Maxol loyalty app features new look, new games and doubles the number of users in two years.

Maxol’s award-winning loyalty app released an upgrade, unlocking new features and a new look for loyal customers. Using the new Liquid Barcodes state-of-the-art app platform, the Maxol loyalty app offers members tiered membership and stamp cards to reward purchases for coffee and car wash, in addition to offering fuel pay, a convenient store finder, coupons, and more.

With more than a century of serving Irish customers, Maxol’s 250+ stores and service stations are located throughout Ireland. As Ireland’s largest family-owned forecourt and convenience retailer, Maxol launched Ireland’s first-ever fuel pay loyalty app in early 2022. Maxol’s slick marketing team excells in recruitment, promotion and it works!

Maxol loyalty

Maxol Prioritizes Value, Quality, and Inside Sales Growth

According to Maxol CEO Brian Donaldson in a November 2024 Retail News article, “Shopping behaviors are value driven and we have seen this trend deepen this year, but not at the expense of quality or time. Our customers value their time as much as they value quality so we have to ensure we deliver on both. Our loyalty app, for example, offers rewards on coffee, car wash, and extra value in-store, and also allows customers to pay for their fuel directly from the app.”

He continued: “More than 40% of Maxol’s gross profit now comes from non-fuel sales, which is central to the repositioning of the company as a leading convenience retailer. Income from convenience retail and food and car washing together with new mobility offerings have grown significantly in importance for The Group.”

Maxol CEO Brian Donaldson

Maxol’s Loyalty Program at a Glance

Customers can track purchases of ROSA Coffee, Maxol’s proprietary coffee brand, using the digital loyalty stamp card, continuing its generous offer of every sixth coffee for free. The new platform also includes a digital car wash stamp card, rewarding app users with every fifth car wash free.

Maxol app stamps

Maxol also rewards customers with stars for frequent purchases. Members begin at the Bronze Star level. To become a Gold member and receive additional rewards, members collect 10 gold stars within 90 days, earning one gold star each time they spend €5 in-store or €30 on fuel.

Maxol stars and fuelpay

The new app’s modern design provides members with a fun, user-friendly experience. With bold colors and graphics as well as in-game haptics, this app refresh keeps Maxol at the top of its game!

“By investing in our forecourts and stores and by using technology we are making the customer journey a faster and more rewarding experience – a frictionless one. So paying at the pump or on the app, self-service check-outs, more food options, contactless payments on car washes and more parking are all contributing to attracting and importantly, retaining customers.”

Brian Donaldson, CEO, Maxol

Holiday Daily Games Reach Thousands

In the first several years with the loyalty program, Maxol has seen extremely positive results in terms of customer downloads of the app and program membership. Maxol has more than 56,000 loyalty members which is more than twice the number since a 2022 article featured the launch of this successful program!

Most recently in December 2024, Maxol released a daily scratch card game to celebrate the Christmas season. The campaign ran for 12 days, and each day, members had the chance to win a free item ranging from drinks to snacks to free stamps. For non-winning plays, there was a consolation prize (a gold star). More than 18,000 games were played and up to 45% of coupons were redeemed, demonstrating the outstanding effect of gamification on customer engagement. Push notifications were sent to members with app openings peaking for the year in December as a result of the daily game. Maxol looks to introduce games frequently throughout the coming year.

The Gamified Loyalty Advantage: Engagement with Impact

At Liquid Barcodes, we’ve taken gamification to the next level with a complete overhaul of our game platform, making delivering interactive and rewarding loyalty experiences easier than ever. Our new game platform, built with Flutter technology—the same foundation that powers our loyalty apps—brings enhanced graphics, sound, and haptic feedback to every game. This upgrade means retailers can offer their customers entertaining games and a seamless, immersive experience that boosts engagement and encourages repeat visits. Meet the next-gen Liquid Barcodes gamified loyalty platform and contact us to get started today!

Maxol’s Winning Solution

Maxol has been recognized several times by NACS, the global association representing convenience and fuel retail. CEO Brian Donaldson was named the 2024 NACS Industry Leader of the Year and Maxol was awarded the 2022 NACS European Convenience Retailer of the Year (Ballycoolin site) and the 2021 NACS European Convenience Retail Best of the Best Store Award (Newbridge site).

Additionally, in 2023 Maxol received the “2023 Loyalty Launch of the Year” award at the Irish Loyalty & CX Awards, recognizing excellence, innovation, and achievement in loyalty and customer experience to organizations across the Island of Ireland.

NACS CSE Award Maxol

Fostering a Strong Community

As Maxol looks to future growth, Maxol plans to stay true to its community-based roots. Donaldson commented: “While we are growing at a steady and controlled pace we are fast becoming known for our high-quality food and retail convenience offering. However, our long-established values as a family-owned business have not changed. These values guide our strategy, which is to develop and acquire sites that are located in local communities and that are operated by local people, employing local people.” 

About Liquid Barcodes

Liquid Barcodes is the leading loyalty platform for convenience retailers. Unlike other solutions, ours has been designed from the ground up to retain member engagement and activity. Every aspect, from the fundamental system architecture to the small details that make our loyalty apps such a joy to use, is crafted to ensure a highly personalized, gamified experience.

Our loyalty programs are so engaging and visually appealing that members remain active over time, making us better than any other solution at retaining your members’ attention. Increased attention, translates into increased impact. Ultimately, these differences will make your loyalty program a more powerful and effective tool, when you work on increasing basket size and visit frequency.

Learn more about Liquid Barcodes at liquidbarcodes.com.

About the Author

Carolyn Schnare, Chief Content Officer, Liquid Barcodes

Carolyn Schnare has been involved with the convenience retailing industry for two decades with extensive knowledge of customer engagement and marketing, sustainability, and community outreach. Before Liquid Barcodes, Schnare worked at NACS (National Association of Convenience Stores) in a variety of roles from event production to membership and most recently as Director of Strategic Initiatives and host and producer of the popular industry podcast, Convenience Matters. Schnare currently anchors the popular Future of Convenience podcast, produced by Global Convenience Store Focus media group.

Liquid Barcodes

Maxol

Maxol, Ireland’s largest family-owned forecourt and convenience retailer, announced it has launched a new customer loyalty app with never-before-seen features in the Irish market. Maxol’s new loyalty program is designed to reward customers for purchasing fuel, food and beverage items, and other services. What really makes this program unique is the new FuelPay feature that allows contactless payment for fuel purchases directly through the app.

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Convenience retailers all over the world have engaged and rewarded consumers with our tailor-made loyalty programs.

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Convenience retailers all over the world have engaged and rewarded consumers with our tailor-made loyalty programs.

To our case studies →

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