In September, Whitehouse Station, N.J.-based QuickChek, with 160 fresh convenience market locations including 89 stores with fuel throughout New Jersey, New York’s Hudson Valley and Long Island, introduced its new QuickChek Rewards loyalty program.
The program enables customers to receive benefits like free coffee, candy, sandwiches and other savings on foodservice purchases — and features specialized rewards member tiers based on how often customers visit a store, tailoring rewards offers to what each individual shops for.
The first step, said QuickChek Digital Marketing and Advertising Manager Eric Rush, involved sending out requests for proposal (RFP) to several of the top app developers. Ultimately, he said, QuickChek chose Paytronix due to its strength in the convenience and quick-serve restaurant (QSR) industries.
From there, the process took about 18 months until the official launch. Fortunately, Rush said, the timeline wasn’t affected by COVID-19.
For QuickChek, having the app and rewards program all under one roof was key, and overall, Paytronix made streamlining the technology easy — despite some regulatory hurdles.
QuickChek also worked with Munroe Creative Partners to bring its branding to life within the app, which Rush sees as an equally important aspect of its development.
“Our turnaround time was pretty tight,” Rush said. “The whole team here at QuickChek — marketing, IT, operations and the senior leaders — really came together to build a great program for our most loyal customers.”
Driving Foodservice
For the new rewards program, QuickChek is doubling down on foodservice, which Rush cites as one of the chain’s core strengths.
“It’s about really trying to drive that foodservice customer into our store all the time,” he said.
For example, for every $50 spent on foodservice items, members will receive $5 back by way of a credit to their QuickChek Rewards account.
‘Buy 8, Get 1 Free Perks Clubs’ allow members to receive free food, coffee and candy items.
In total, there are five rewards options, starting with registration, at which point each new member receives four weeks of offers ranging from free hot or iced coffee or fountain drinks, breakfast sandwiches for $1, 50% off any six-inch QuickChek sub sandwich and 50% off any fresh snack, just for signing up. QuickChek Rewards members can also earn rewards for getting their friends to sign up and spend a minimum of $5.
Overall, Rush said, offers are based on consumers’ actual shopping habits, tailored to what they like, rather than sending out the same rewards to every customer. It’s all about getting to know the customer in order to personalize their visit and provide better service.
Frequent shoppers will receive customized rewards based on the number of times they visit QuickChek each month, with three main tiers: Fan, Friend and Family
“For me, it’s about understanding what our customers are doing, how they’re shopping with us and how to make the rewards feel like I sat down and individually gave them something they want,” he said. “That’s the goal: to make it feel like it’s a one-on-one relationship. That’s the biggest deal for us.”
Digital Innovation
The new rewards program is the latest innovation from QuickChek, which, since the pandemic began, has also launched mobile ordering, curbside pickup and delivery through DoorDash.
Both curbside pickup and mobile ordering are available through the QuickChek app. Plus, QuickChek has long featured self-checkout — for over 10 years — at select locations. Rush estimates about half of its convenience stores now offer the service.
For any new technology, any new program, Rush has one main piece of advice: Put the
customer first.
“It’s got to be customer-driven,” he said. “Instead of thinking about how this is going to benefit your branch first, you’ve got to think about how you’re going to convince your customers that your app is worthy of taking up space on their phone. What’s in it for the customer first, and then you should build it back that way. Not the other way around.”
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