The Speedway mobile app features a gas price and store locator to help user find the closest location within a 50 mile radius and up-to-date gas prices. Additionally, members of the Speedy Rewards loyalty program can keep track of points and find out when their next free item is coming.

“Customers are demanding more ways to interact with convenience stores, especially through loyalty programs for frequent shoppers,” said Beck Besecker, CEO and co-founder of Marxent Labs, Kettering, OH.

“Customer demand is the best reason for convenience stores to have an app,” he said.

Marxent Labs developed the app for Speedway.

Mobile payments
Other key features of the app include the ability for Speedy Rewards members to store a digital version of their rewards card that can be scanned in store as well as keep up with the latest bonus point offers, redemption items and sweepstakes prizes.

The Speedy Rewards loyalty program reportedly has more than 3.5 million active users.

The app also features a mobile payments option for members who have a Speedy Rewards Pay Card, which turns their loyalty card into a debit card by linking it to their checking account.

The app is available for iOS and Android.

Retailers are leveraging mobile as a way to enhance their loyalty programs and make earning and redeeming rewards more convenient for consumers. Increasingly mobile loyalty is also being offered as part of a broader mobile customer experience, such as in the example of the Speedway app, which incorporates relevant information for users – gas prices at various locations – and offers to keep them coming back to the app.

The mobile payment option in the Speedway app is an example of how mobile payments and mobile loyalty are beginning to converge, helping to drive greater success for mobile loyalty programs.

Strong interest
Convenience stores chains such as Speedway are actively embracing mobile marketing as a way to enhance the shopping experience for loyal customers.

For example, the 7-Eleven chain uses mobile coupons, SMS and mobile advertising to drive in-store traffic.

Mac’s Convenience Stores recently rolled out push notifications to 1,400 locations enabling the company to deliver special offers and deals to nearby consumers (see story).

Earlier this year, convenience store chain Kangaroo Express enhanced its loyalty program with QR codes and SMS to make it easier for customers to access content and special offers (see story).

Speedway is the fourth largest company-owned and -operated convenience store chain in the United States. It serves approximately 2 million customers a day and is owned by Marathon Petroleum Corp.

The early success of the app points to the strong consumer interest in apps that add convenience to the shopping experience for merchants they frequent on a regular basis.

“The app passed 100k installs for Android and iOS combined around the end of November,” Mr. Besecker said.

Final Take
Chantal Tode is associate editor on Mobile Commerce Daily, New York