Loyalty Program

A sound customer loyalty program is one of the best ways to use your marketing dollars.  It seems like loyalty programs are everywhere, and they are - because they work.

Customers love loyalty programs because they can earn points or dollars towards discounts on future purchases.  Everyone loves a good deal!  Consumers find it easy to maintain a card or even better, use a phone number with the transaction to track the purchase, so it's a natural choice to continue to visit the same convenient location repeatedly to stock up those points for a future reward.  Your customers will also feel valued because they know you want them to return.

Loyalty programs are easy to maintain.  After you select a vendor and complete the initial set up, the program pretty much runs on its own.  Your biggest role is promoting the program and motivating your customers to enroll.  The vendor will track purchases and notify the customers when rewards have been earned.

While a good loyalty program will provide you with increased transactions and repeat customers, a significant value of the program comes from the data you receive about your customers.  With many programs, you can learn where your customers live, how much they spend with you, how often they purchase from you, and sometimes even what their income or other purchasing demographics are.  It's great information as you consider what additional products or services to add to your existing sites, or if it makes sense to add another location for your business.


At GP Energy, we work with several different loyalty program partners.  Depending on whether you are a branded or unbranded retailer, your options may be more broad or more narrow.  Our experts at GP Energy can help you make the right decision for your business.

Here are just a few examples of the loyalty programs we partner with:

Peak Rewards

You don’t need new climbing gear to achieve ambitious goals with Pinnacle Rewards.  Follow these easy steps and you’ll be sitting on the summit of savings in no time:

  1. Download the Pinnacle 365 app.
  2. Register your free Peak Rewards membership.
  3. Discover a participating location or select an offer you like.
  4. Scan your barcode at the register to earn and redeem rewards.
  5. Just getting gas?  Enter your “Alt ID” at the pump to apply your reward balance and save money on your fuel purchase.

Shell Fuel Rewards Program

Shell Fuel provides a loyalty program available to Shell-branded retailers.  Customers receive discounts every time they purchase fuel from an authorized Shell retailer, and have the ability to earn additional discounts on fuel when they make purchases with other participating retailers.