Liquid Barcodes

Resources

RaceTrac: Subscribe and Save on Fuel

Paula Thomas, Chief Content Officer, Liquid Barcodes

08/02/2020

What do we mean by subscribing to Save on Fuel? As one of the US’s largest fuel brands, it is exciting to see RaceTrac joining other respected market leaders such as Panera Bread, Coca Cola and Cumberland Farms as another leading retail brand leveraging the power of subscriptions to drive customer loyalty. And perhaps even more exciting is that RaceTrac is the first retailer we’ve seen so far to offer a model exclusively focused on a monthly cash payment that directly saves money off your fuel.

We were already fans of the generosity and shareability of RaceTrac’s Rewards program in our previous article on their convenience loyalty proposition so it’s fantastic to see the progress they’ve made since then.  

RaceTrac Reward’s VIP is the innovative addition of a subscription-based layer to its already popular loyalty program – RaceTrac Rewards, and as the 15th largest retailer in this category in the US with over 560 stores, this announcement signals a significant shift from pure points-based programs to more innovative propositions, mechanics and models.

Led by a clear benefit to “Start Saving on Fuel Today”, the VIP tier costs just $2.49 a month and is automatically billed on a recurring basis each month. In return, VIP members save 10¢ per gallon on their first 40 gallons each month, then 3¢ on every subsequent gallon. We decided to check the maths to understand both the business and consumer benefits of this subscription approach, designed to drive increased customer loyalty.

RaceTracRaceTrac Rewards is laser-focused on saving fuel costs for drivers

A Clever Strategy: Subscribe and Save on Fuel 

Before the pandemic affected fuel consumption so dramatically, Americans were buying an average of 656 gallons of fuel each year, or 55 gallons each month. While this has clearly declined in recent months, for this article, we will assume that some (if not all) of the population will slowly return to similar levels of consumption. With the estimated savings per gallon mentioned above, using today’s average price of $1.98 per gallon in RaceTrac’s home State of Georgia,  an “average” driver would save a total of $4.45 on fuel in total, and a net saving after the subscription fee of $1.96 each month.  So what’s all the fuss about?

Share of Wallet

With so much uncertainty globally, this approach is incredibly clever and is perfectly timed for long-term loyalty as the “sunk cost” of subscribing becomes a compelling reason for consumers to consistently refuel in one gas station every time. All over the world, consumers see fuel as a grudge purchase, so any possibility of savings is a huge benefit and offers a clear value proposition that customers instantly appreciate. With this VIP strategy, RaceTrac’s VIP program is perfectly positioned to expect a 100% share of wallet from top customers, with these savings even more important to motorists who drive more. 

By simply entering their phone number before paying, RaceTrac Rewards VIP members “see the fuel prices on the pump roll back before their eyes” – a powerful visual experience that will reinforce the member’s decision to subscribe at every fill. 

And of course, more drivers means more footfall, with the business case for this program undoubtedly including assumptions around an increased share of consumer spending on convenience categories such as frozen drinks and snacks.

To become a RaceTrac Rewards VIP, member customers either log in and upgrade their rewards membership or sign up on the company website or on the mobile app.

RaceTrac RewardsRaceTrac Rewards – Simply Subscribe to Save

Future-Focused Features

In closing, having already launched its online ordering platform in April to address the immediate health concerns of shopping in-store, and now with the launch of the VIP Rewards tier, RaceTrac is emerging as a decisive and innovative brand that’s launching superb digital and loyalty marketing features that are focused firmly on the future. 

RaceTrac

About Us:

Liquid Barcodes is a leading global loyalty and digital marketing technology company specialising in the convenience store and food service industries. Our proprietary cloud-based technology platform allows retailers to create and manage their digital marketing campaigns with a proprietary process we call the “customer connection cycle’ to engage, promote and reward customers’ activities in real-time across digital and media channels.

How we do it:

We have developed the most advanced loyalty and digital marketing technology platform specifically for convenience stores and food service retailers globally.

Retailers use our self-service dashboard to create and manage loyalty-driven marketing campaigns that increase purchases with their existing customers, as well as effectively target and acquire new customers through partners or paid media channels.

One core component of live loyalty is gamification. We have gamified branding, loyalty and promotions. We believe this approach is essential in order to get customers’ attention and ultimately truly engage them with repeatable actions thereby winning their loyalty.

Check out some of our exciting/proven results here:

www.LiquidBarcodes.com

About Me:

Paula Thomas

Chief Content Officer, Liquid Barcodes and Independent Loyalty Consultant

With over twenty-five years of marketing experience, I specialise in loyalty marketing consulting, managing consumer loyalty propositions, strategy and operations. In addition to working with Liquid Barcodes, my clients have included Telefonica O2 Priority, Three Mobile, Electric Ireland, Allied Irish Bank and The Entertainer Group (UAE), as well as Avios – the global points currency for some of the world’s top airlines. I am also a former judge for the Loyalty Magazine Awards and host of the “Let’s Talk Loyalty” podcast.

—————————————————————————————–


Blog post

5 Cs of Summer: Cold Coffee, Clean Cars & Convenience

Subscription programs are a great way to secure long-term customer loyalty and revenue. Whether you are providing a subscription for beverages or car washes, securing recurring monthly revenue is imperative to stay competitive.   Summer is around the corner and retail marketers are crafting sunny campaigns to increase customer traffic to the store. Help those […]

Blog post

Circle K Makes a Splash With Car Wash Subscription Program in Europe

Circle K has extended its highly successful car wash subscription program to Norway after successful implementations in the United States, Canada, Denmark, Sweden and Estonia. Circle K’s vast global network of car washes has digitally transformed operations with its revolutionary car wash subscription program. First launched in Denmark and the U.S. in 2020, the program […]

Blog post

Newly Redesigned Brezelkönig App Accepts Payments and Rewards Loyalty

Swiss foodservice chain Brezelkönig releases app update which offers customers the convenience of earning rewards and paying for products with the app in stores.  The recently-updated Brezelkönig app allows pretzel-loving customers to enjoy recognition and rewards for their loyalty. Additionally, the Brezelkönig app accepts payments to make the customer experience even more convenient.  Brezelkönig is […]

Blog post

Sunshine Gasoline Introduces ACH-Only Mobile Payment for Fuel

Florida convenience retailer releases fuel payment app accepting only ACH payment, saving thousands in payment processing fees for the retailer. Sunshine Gasoline upgraded its Max Carwash App to Sunshine Brand featuring a special fuel pay program, powered by C-StorePay by Liquid Barcodes, which allows consumers to conveniently pay for fuel using the app. Customers simply […]

Blog post

2022: An Outstanding Year for Liquid Barcodes and Our Customers

In 2022, Liquid Barcodes witnessed a year of unprecedented growth with customers, products and team members. Every great business has an inspiring founding story and Liquid Barcodes’ 10-year journey is inspiring the future of loyalty. Beginning as a startup in Norway, the company opened its second office in the United States in early 2022 and […]

Blog post

What Is C-StorePay?

Liquid Barcodes’ proprietary C-StorePay makes paying for fuel, in-store merchandise, and subscription programs convenient for customers, reduces credit card fees for retailers, and integrates easily into existing loyalty programs Announced in October 2022, the revolutionary Liquid Barcodes C-StorePay product rose to the top of retailers’ 2022 wish lists at the NACS Show, even achieving a […]

Blog post

Polish Retail Leader Żabka Launches Coffee Subscription Program

Polish retail giant, Żabka introduces a monthly coffee subscription program across its vast store network. With its new coffee subscription program, Żabka Polska will certainly dominate the beverage category in Poland’s unique convenience market. In July 2022, Dr. Adam Manikowski, Managing Director of Żabka Polska, was featured on the popular Global Convenience Store Focus video […]

Blog post

Loyalty Apps Engage Customers

98% of loyalty app users love using a loyalty app and want more features from it. In September 2022, NACS published a report examining customer engagement with convenience loyalty programs. Unsurprisingly, customers feel most engaged, appreciated and valued by the stores to which they belong in a loyalty or membership program – nearly ¾ of […]

Blog post

Save Thousands in Credit Card Fees With ACH

Visa and Mastercard announced an increase in interchange fees earlier in the year and retailers are taking action and sending a message by migrating their customers to new solutions, including mobile app-based ACH payments, and in the process increasing profits by not only reducing credit card fees but also boosting loyalty via innovative app-based incentive […]

Blog post

Maxol Launches First-of-Its-Kind Loyalty App

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. 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. […]

Blog post

Delivering Personalized Content With Machine Learning and Image Recognition

Build personalized customer connections, improve efficiency, and make intelligent, data-driven decisions using machine learning and image recognition.   It’s 7:15 in the morning and a customer – Amy – is on her way to work. She is on the hunt for coffee and breakfast and stops at a convenience store. She opens her store app […]

Blog post

Circle K’s Use of Beacon Technology to Activate Car Wash Subscription Program

Beacon Technology and Car Wash Subscription Programs Beacon technology used in tandem with a customer-facing car wash subscription program revolutionizes the customer experience by providing a quick, convenient experience. Innovation is the key to continued growth and ensuring a frictionless customer experience should be top of mind for any retailer. Circle K’s vast global network […]

Liquid Barcodes

Put a rocket under your loyalty program

With our loyalty platform, we help design and operate world-class, tailor-made subscription and reward programs that make sure your customers always come back.

Book a Demo →

We are trusted by global brands.

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

To our case studies →

Liquid Barcodes
Liquid Barcodes
Liquid Barcodes
Liquid Barcodes

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

To our case studies →

Liquid Barcodes
Liquid Barcodes
Liquid Barcodes
Liquid Barcodes