Pilot implements new GasBuddy loyalty feature, with more c-stores expected to follow suit

Dive Brief:

Pilot has integrated a new feature from fuel-savings platform GasBuddy into its loyalty program, which lets customers receive both Pilot and GasBuddy discounts in the same mobile app, according to a Tuesday announcement.
The feature, GasBuddy Loyalty Connect, allows users to connect to participating gas station loyalty accounts while still using GasBuddy’s payment card, creating the lowest combined price at the pump.
While Pilot is the first c-store retailer to take part in the new feature, GasBuddy plans to soon roll out the integration with others as well, according to the announcement.

Dive Insight:

GasBuddy’s newest feature was built to make accessing gas station rewards easy without sacrificing deals or juggling multiple loyalty program apps, according to the announcement.

“During this period of gas price volatility, the need to connect various gas station rewards programs in one convenient spot has never been more prevalent,” Mark Coffey, senior VP and general manager for GasBuddy, said in a statement.

In addition to providing users with one mobile app experience, GasBuddy Loyalty Connect lets customers stack their GasBuddy and loyalty rewards, which is how they gain access to the lowest possible gas prices.

Implementing GasBuddy’s new feature underscores Pilot’s commitment to building its rewards program as c-stores continue to trail other industries when it comes to loyalty. While 94% of respondents to a 2022 Intouch Insight survey said they’re part of at least one brand’s loyalty program, only about 50% said they’re part of a c-store’s loyalty program — placing the industry in fourth place behind grocery, restaurant and fast-food programs.

Besides providing fuel discounts, Pilot’s rewards program offers deals for food and in-store merchandise, including a free fountain drink or coffee for every 10 purchases. Drivers can earn shower credits when they fill up with at least 50 gallons at the pump, and can map out the type of Pilot they’re looking to visit based on store features, such as diesel lanes, parking spots, Wi-Fi and more. Pilot’s rewards program also lets customers track fuel purchases and receipts through the app and even call for 24/7 roadside assistance.