People ask for loyalty program metrics on a regular basis. The hard numbers are not easy to obtain because most brands, for competitive reasons, shy away from making their results public.
Loyalty Stat of the Day
When we do become aware of a powerful stat, we want to share it with you. In this case, as it will be most of the time, we can share the number but have to keep the brand anonymous.
All we can say is that this figure comes from a large regional convenience and fuel retailer with more than 800 stores.
The stat: Over the last nine months of 2019, members in the loyalty program purchasing fuel over 3 times per month increased from 25% of total membership to 39%.
We won't do the rest of the math for you, but IF you had 1 million members in your program and realized this result, you would be seeing an annualized increase in fuel visits of about 1.6 million — that is a lot of incremental gallons sold and gross profit in the books.
If you were wondering about the financial returns associated with becoming a more customer-centric enterprise, this should give you confidence that it pays to walk that journey.
Submit your loyalty stat of the day to firstname.lastname@example.org to be featured on The Wise Marketer — attribution is always given!