Selecting the right loyalty vendor isn’t just about features; it’s about outcomes and finding a partner who can scale with you. As loyalty becomes the anchor of convenience retail’s digital ecosystem, 2026 is shaping up to be a pivotal year for investment: a full 85% of c-store operators plan to increase their budgets for loyalty programs, up from 57% in 2024.
But with bigger budgets comes higher expectations. The wrong choice in loyalty vendor can lead to limited capabilities and a program that stalls before it ever reaches its potential. Below are 5 questions every retailer should ask to ensure their loyalty partner can truly scale with their business.
1. What is their churn rate and are current customers willing to provide a referral?
A loyalty vendor’s track record speaks volumes. Ask directly about their churn rate: Are their customers renewing after the initial term, or are they moving on to other providers? If so, which vendors are they switching to?
Don’t just take their word for it, request to speak with current clients. A reputable partner should be eager to connect you with references who can share their real-world experiences. High renewal rates and enthusiastic referrals are strong indicators that a vendor delivers on their promises and supports long-term success. For example, we’re proud to share that PAR Retail has maintained a 100% retention rate among customers using our loyalty platform.
2. What does their product roadmap look like, and how are feature priorities determined? How do they incorporate customer feedback into future development?
When selecting a loyalty vendor, don’t just ask for a list of upcoming features—dig into how those priorities are set and whether they truly align with your business needs. A transparent roadmap should clearly outline what’s coming next and, just as importantly, explain why those features are prioritized. Are they responding to market trends, direct customer input, or strategic goals? This level of insight helps you gauge whether the vendor can adapt as your requirements evolve. Below are a few key elements to look for:
- Transparency: Does the vendor share not only what’s planned, but also the reasoning behind it?
- Balance: Is the roadmap a mix of strategic initiatives and customer-driven enhancements, or is it dominated by custom work for a handful of large clients?
- Flexibility: Can the vendor accommodate your unique needs, or is their development focus too narrow?
- Feedback Process: Do they have clear mechanisms—like advisory boards, surveys, or direct engagement—for collecting and acting on customer feedback?
When reviewing a roadmap, watch for patterns. If most upcoming work is bespoke for a few big customers, that may signal limited flexibility for others. While it’s normal for vendors to prioritize key accounts, a roadmap that leaves little room for broader innovation could mean your needs won’t be addressed.
Ultimately, you want a partner who balances strategic vision with customer input and demonstrates a clear, repeatable process for driving the outcomes that matter most to your business.
3. Is their platform purpose built specifically for the needs and use cases of the fuel and convenience industry?
Don’t settle for a one-size-fits-all solution. While there are some similarities between fuel & convenience (F&C) and restaurant/QSR loyalty programs, F&C is a unique industry with its own set of challenges—think tobacco regulations, scan data, complex POS integrations, and high-frequency transactions.
You want a loyalty platform that’s designed specifically for the realities of F&C, not just retrofitted from another vertical. If fuel and convenience isn’t a core competency for your vendor, be cautious. Generic solutions may miss critical features, compliance needs, or integration capabilities that are essential for your business.
Pro Tip: Ask vendors for proof points—case studies, references, and product demos—that show their technology is purpose-built for F&C.
4. Is their organization compliant with current and future standards?
Compliance isn’t just a checkbox—it’s a sign your loyalty vendor is serious about protecting your business and keeping pace with industry change. A modern provider should demonstrate:
- Alignment with Industry Standards: Look for certifications like Conexxus and evidence of stable POS integrations. Rich, well-documented APIs are a must for seamless ecosystem growth.
- Responsible Governance: Your vendor should meet privacy and security benchmarks such as PCI, SOC 2, and other relevant requirements. This protects your data and your customers.
- Future-Ready Technology: Ask about their roadmap for AI capabilities: personalization, automation, and adaptability are key for long-term competitiveness.
Pro Tip: Don’t just ask if they’re compliant—request documentation, audit results, and details on how they stay ahead of new standards. A vendor who invests in compliance and innovation is a partner you can trust for the long haul.
5. Are they a single feature point solution, or a comprehensive platform that reduces your need for multiple vendors?
Managing multiple vendors can be a headache—especially in fuel & convenience, where loyalty, tobacco scan data, mobile apps, and in-store solutions like kiosks all need to work together seamlessly. The ideal partner isn’t just great at loyalty; they offer a unified solution that covers all your critical needs, reducing complexity and saving you time.
Why it matters: If your loyalty provider only does one thing, you’ll be stuck stitching together separate systems—risking integration issues and more vendor management. Look for a vendor with a proven track record of delivering a comprehensive platform, so you can focus on growing your business, not juggling contracts.
Integrated data is key: A true platform partner will help you break down data silos, giving you a single view of your customer across all touchpoints. This not only streamlines operations but also enables better personalization, reporting, and decision-making—helping you get more value from your loyalty investment.
Choosing the right loyalty vendor is about more than just features—it’s about finding a true partner who can scale with your business, adapt to your industry’s unique needs, and deliver on their promises. By asking the right questions and digging deeper into each vendor’s capabilities, you’ll set your program up for long-term success.
Ready to future-proof your loyalty strategy? Make sure your next vendor checks every box.
