Dive Brief:
- Kwik Trip has added a new feature to its rewards program that lets members redeem points for tickets to Milwaukee Brewers baseball games, Vice President of Marketing Mark Meisner confirmed via email.
- The program, which went into effect March 1, lets Kwik Trip loyalty members earn points to redeem for Brewers games at any of the retailer’s 500-plus locations in Wisconsin, according to the Major League Baseball team’s website. It takes about 200 points to get one terrace infield or outfield ticket.
- Several major c-store chains revamped or launched their loyalty programs in 2023, and the industry doesn’t appear to be slowing down anytime soon.
Dive Insight:
For Kwik Trip, this loyalty upgrade not only marks a partnership with a major sports team, but signals that its rewards platform is in a healthy place. Late last year, the c-store retailer experienced a cybersecurity incident that shuttered its loyalty program and mobile app for several days.
However, Kwik Trip’s partnership with the Brewers had been in the works long before the outage. Meisner said that the two companies began “brainstorming a good year ago” about how they could best use both brands together in a promotion.
“Certainly, baseball is a long season with 81 home games with significant seating capacity,” Meisner said. “We landed on ‘Kwik Trip to the Ballpark,’ allowing fans an opportunity to earn free Brewers tickets by simply shopping at Kwik Trip.”
Kwik Trip’s loyalty members earn one point for every dollar spent at the c-store retailer. Once they reach 200 points, they can redeem them for a voucher code that gives them access to a Brewers ticket. Members then enter that code on the team’s website to select their game and seat. Up to six tickets can be purchased at once, Meisner said.
The program runs through Aug. 31. Kwik Trip will have promotions throughout this summer to support the new program, Meisner said.
La Crosse, Wisconsin-based Kwik Trip is one of the largest c-store operators in the U.S. with over 800 locations in its network.
