Dive Brief:

• Mapco, the Southeastern c-store chain with more than 300 stores, announced Monday that it recently rolled out a new mobile app for shoppers.
• The app includes personalized rewards, limited-time deals on snacks and beverages, mobile fuel pay through Venmo and a car racing game.
• The new app is the latest digital revamp among c-store retailers looking to promote trips and inside-store sales.

Dive Insight:

In the first month since coming available to shoppers, Mapco’s updated app has garnered more than 100,000 downloads, the company said in its announcement.

The new tile offers numerous features aimed at encouraging shoppers to use it frequently. They can now add points through Mapco’s loyalty program, MY Reward$, via the app instead of by email. Customers also can use the points on purchases or redeem them for donations to local charities, such as the Boys & Girls Club.

The app, which was developed by Rovertown, includes fuel pricing at nearby stores and notifies users of local events, festivals and charity efforts.

“MAPCO stores are located in markets across the Southeast, so we focused on creating a personalized mobile experience that best serves each of our stores and their surrounding communities,” said Frederic Chaveyriat, chief executive officer at Mapco, in a statement.

Mapco is among several c-store retailers that have recently launched or made significant updates to their apps. Nouria Energy just introduced an app that offers online ordering, exclusive rewards and real-time fuel prices. Casey’s, one of the largest c-store chains in the country, recently unveiled a refreshed loyalty app to make it easier for members to track points, redeem rewards and check their overall savings.

In April, Majors Management acquired Mapco from Copec Inc., a Chilean holding company. The deal included a separate transaction with Alimentation Couche-Tard, which picked up 112 Mapco sites along with a logistics fleet.