Dive Brief:

• Convenience retailer Nouria Energy has launched a new mobile app, according to a Wednesday announcement from the company.
• The app includes a variety of features meant to improve Nouria’s customer experience, such as online ordering and delivery, real-time fuel prices, monthly promotions, location services and an enhanced loyalty program, according to the announcement.
• C-store retailers are increasingly investing more into their mobile capabilities as a means to boost their loyalty programs and better serve their customers. Besides Nouria, Casey’s General Stores, Circle K, Parker’s and GPM Investments have all updated their apps in recent months.

Dive Insight:

Beyond its main functions like ordering and fuel pricing updates, customers who use Nouria’s new app can receive exclusive rewards, such as a free cup of hot or iced coffee at locations with a Café Nouria foodservice operation, or a free bottle of My Nouria Spring Water at alternative locations throughout the summer. Additionally, customers who use the app can earn up to a 10-cent-per-gallon discount on fuel via in-store purchases.

The app also offers employee deals. Nouria’s team members receive 15% off per fuel gallon and 25% off in-store purchases through the app, Peter Rasmussen, founder and CEO of c-store consultancy Convenience and Energy Advisors, who helped Nouria develop the app, said in an interview.

Rasmussen said Nouria will be doing more in the next phase of the app’s development, including improving the ordering experience along with the fuel payment process, since Nouria works with numerous fuel brands.

Nouria’s new app is on the Rovertown platform, while its ordering features were made with the help of Paytronix, Rasmussen said.

“With the introduction of our mobile app, we are now able to extend this seamless, online experience to our valued guests,” Nouria’s Chief Operating Officer Joe Hamza said in the announcement.

Founded in 1989, Worcester, Massachusetts-based Nouria Energy owns 170 convenience stores throughout New England. The company operates 152 of the locations, as well as more than 55 Golden Nozzle car washes and a wholesale fuels business.