At this year’s Outlook Leadership Conference, PAR Retail’s Carly Deitrich and Dave Kuwada joined forces with Whitney Johnson from EG America and Jon Bunch from Huck’s to explore how loyalty is evolving—right at the site level.
The session kicked off with fresh insights from PAR Retail’s consumer and retailer surveys, revealing that 85% of retailers plan to invest more in loyalty programs over the next year. Why? Because 28% of consumers say they’ve switched convenience store brands based on loyalty benefits. That’s a wake-up call for retailers: loyalty isn’t just a nice-to-have—it’s a competitive edge.
But it’s not just about having a program. It’s about making it easy to join, frictionless to use, and valuable enough to keep customers coming back. The panelists shared real-world tactics such as EG America’s approach with weekly loyalty fairs that meet customers before they even enter the store.
One standout theme? Optionality and flexibility. Whether it’s self-checkout kiosks, mobile payments, or personalized promotions at the pump, customers want to engage in the way that suits them best on that trip and in that moment.
The conversation also touched on retail media, with nearly half of retailers planning to invest more in digital screens and in-store displays. These aren’t just flashy add-ons, they’re tools to deliver targeted, loyalty-driven messaging that turns foot traffic into revenue.
And finally, the panel looked ahead. What’s next? Think cross-industry loyalty partnerships, tiered status programs, and experiential rewards that go beyond discounts. As Whitney Johnson put it, “Value isn’t just about cost—it’s about how you speak to your customers and make them feel seen.”
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