Press Release – Maxol Launches First-of-its-Kind Loyalty App with FuelPay in Ireland

Press Release – Maxol Launches First-of-its-Kind Loyalty App with FuelPay in Ireland

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.

April 22, 2022 – Maxol’s new app-based loyalty program rewards customers for purchasing fuel, food and beverage items, and other services. 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.

Maxol’s new FuelPay feature enables 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.

The Maxol loyalty program was conceived following in-depth research on global best practices for loyalty programs 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.

Brian Donaldson, Maxol Group CEO, commented: “As a family-owned Irish company we have a strong network of loyal customers that have helped us grow from strength to strength. This app is another milestone in continuing to reward and retain loyal customers and help move our business forward, both digitally and technologically. This is the only app in Ireland that offers FuelPay, a first to market and easier way for our customers to pay for fuel. By having our loyalty program on a digital platform, it enables us to help make buying fuel and shopping at Maxol easier and more convenient for our customers.”

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. According to Maxol’s Chief Information Officer, Declan Costello, “the app has been developed to offer a wide range of other services which Maxol wants to be able to offer to their customers on one digital platform, creating a shop window for Maxol in the palm of customers’ hands. The new Maxol mobile app is a game-changer in the Irish convenience retailing market, bringing all the diverse elements of the Maxol business together,” explains Costello. “Users can locate their nearest store, learn more about Maxol and even book holidays using Maxol Hotel Breaks travel service.”

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. “Working with global service providers gives us access to retailer best practices around the world,” adds Costello in regard to these technology partnerships.


Learn more about Maxol’s FuelPay program and app

Maxol Launches First-of-its-Kind Loyalty App with FuelPay in Ireland


About Liquid Barcodes
Liquid Barcodes is a leading global loyalty and digital marketing technology company specializing in the convenience and foodservice industries. Their proprietary cloud-based technology platform allows retailers to create and manage their digital marketing campaigns, including subscriptions, with a proprietary process called the “customer connection cycle” to engage, promote and reward customer activities in real-time across digital and media channels.

Liquid Barcodes has a variety of solutions to meet the individual needs of convenience retailers, ranging from a complete loyalty platform to specific add-on modules for existing loyalty programs. Features such as rewards, gamification, AI and machine learning, and subscriptions for a variety of products and services are customizable to suit retailer needs.


For more information, contact:

Mats Danielsen, CEO,

Saurabh Swarup, head of sales and GM North America,




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