DEG partnered with a national travel-center brand to develop a go-to-market strategy for its new loyalty mobile app.
To grab the attention of drivers of all types, you must get rid of the notion that all drivers are alike. Once you do that, you can better fuel every long and short journey following a pit stop.
For more than 60 years, one of the largest travel-center brands has been serving nearly 1.3 million guests per day, providing gasoline, grab-n-go food, and life’s necessities at its locations across the country. After revamping its long-storied loyalty program—which began as a plastic card—with an updated mobile app, the company wanted to grow its loyalty members and nurture its relationships.
The brand partnered with DEG to develop a go-to-market strategy for its new loyalty app, including a welcome series educating users on the features and benefits of the new app.
As a nationwide fueling company with a new loyalty app built for better guest experiences, the brand was strongly positioned to attract, engage, and retain customers through personalized messaging.
Drivers often look for convenient stops that provide customers with everything they need—including fuel, food, and even rest—which means they want to be able to easily locate a store, know what it offers, and cash in on any available perks.
To educate drivers about the company’s offerings via its new mobile app, DEG dove into the customer data to identify three major audience segments: professional, RV, and 4-wheel drivers. Looking at the frequency of visits, product mix, progressive profiles, and technical considerations of each segment, the agency found that the buying behavior, expectations, and interests varied greatly.
DEG worked with the brand to build a go-to-market strategy for each driver segment, creating unique messaging and incentives that fit the segment’s interests and needs on the road. The strategy focused on enticing customers to open the new mobile app more frequently and encouraged the use of the new features and adoption of the loyalty program.