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Maxol: Ireland’s First Loyalty App with Fuel Pay

After more than a century serving Irish customers, Maxol’s 240+ stores and service stations are located throughout Ireland and have enjoyed global recognition for their best-in-class operations, store design and offers. Having recently been recognized in 2021 as the winner of the NACS Best Store Award for Europe, Maxol’s new app provides next-level convenience to Irish customers.


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Maxol’s loyalty programme is designed to reward customers for purchasing fuel, food and beverage items, and other services. What really makes this programme unique is the new FuelPay feature that allows contactless payment for fuel purchases directly through the app. Customers can pay for fuel with their smartphone and the process is completely cashless, fast and easy.  This is the only app in Ireland that offers FuelPay and soon it also be available to all Maxol fuel card customers.


Maxol home screens


Maxol’s Loyalty Programme at a Glance

The Maxol loyalty programme was conceived following in-depth research on global best practices for loyalty programmes in convenience retail and includes two main elements in addition to FuelPay, “stamps” to reward frequent purchases on coffee and car wash and “stars” to reward recent visits and referrals.


Maxol home screens


Mindful of those on the go, the app has a station finder feature that will locate the nearest Maxol service station quickly and if a customer is having an issue trying to figure out the right oil for their car, they can use the Maxol Engine Oil Advisor feature to steer them in the right direction.



Customers can also 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 platform also includes a digital car wash stamp card, rewarding app users with every fifth car wash free.


Maxol app


Maxol is inviting customers who download the loyalty app to be part of a new community of Gold Star members. Customers with the loyalty app who spend €5 in-store or €30 on fuel will receive a gold star. When a customer collects 10 gold stars over a 90-day period, they become a Gold Member, which gives them access to more offers and treats. Gold members will receive a third offer every month exclusive to them.


Maxol loyalty rewarded


Irish convenience stores are globally famous for their delicious foodservice offers and Maxol Deli is no different. Serving a wide variety of premium hot and cold food options freshly made each day, Maxol Deli prominently a range of menu items on the app, enticing users with vibrant pictures of sandwiches, wraps, salads bowls, snack pots and plenty of offers and deals.




Sustainability and Community are Important to Maxol

Now in its fourth generation as a family-owned business, Maxol focuses on family and being at the heart of local communities

The app prominently promotes Maxol’s Certified Carbon Offset programme, developed in partnership with GreenPrint, ensuring its customers neutralize their environmental impact when they fill up with premium fuel. This sustainability initiative was created in response to consumer demand, with CEO Brian Donaldson highlighting that “never before has the planet been so important to so many people.”


maxol sustainability


Integral to their pledge of environmental responsibility, legacy loyalty cards will be phased out as members are transitioned to the mobile app for all rewards and redemptions. Further, customers will continue to be rewarded with discounts for refilling using the ROSA Keep Cup while earning stamps toward free beverages.

Collaborating with Technology Partners is Important

The app was designed and developed by Liquid Barcodes in partnerships with Opayo by Elavon and Tokheim to streamline payment collaboration with point-of-sale systems in order to ensure a simple and intuitive solution for customers.


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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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