Yesway analyzes loyalty data to increase wallet share

Yesway is mining data from its loyalty program.

Yesway is activating customer loyalty data in real time.

The fast-growing convenience store chain is deploying the Stuzo wallet steering solution to support its Yesway and Allsup’s Rewards customer loyalty program. Initially launched in 2017, the program lets members swipe their card or mobile app at checkout to earn points that can be redeemed for merchandise, gas savings and exclusive deals.

Yesway plans to leverage Stuzo’s wallet steering solution to understand the incremental wallet opportunity it has with its customers on a one-to-one basis, as well as a wallet-by-wallet basis. Yesway will utilize this data in real time in an effort to increase its share of customer wallets. 

“We’re thrilled to partner with Stuzo and re-launch our programs with their Wallet Steering capabilities,” said Darrin Samaha, VP of marketing at Yesway. “When we first launched Yesway Rewards, we created a foundation for rewarding our customers. Over time, we realized we had the opportunity to go so much further. Through our partnership with Stuzo, we’re confident we can build on our past success and scale up our program compared to where we are today in ways that matter most to our business – member count and transaction volume paired with profitable incremental bottom-line growth.”

“Yesway is one of the fastest growing and most frequently honored convenience brands in our industry, led by a number of the most well-revered leaders in our industry,” said Jake Kiser, chief customer officer at Stuzo. “It is our honor to help the entire Yesway team turbocharge business outcomes and support them through significant growth in the coming years.”

Yesway grows store count

Yesway is trying to increase its wallet share of loyalty members as it pursues an aggressive campaign to grow its store count and financial performance through the completion of new stores and raze-and-rebuild projects across its portfolio and geographic footprint. Throughout 2022, Yesway completed the construction of 17 new stores and 21 raze-and-rebuild projects. 

Given the success of the completed projects to-date, Yesway said plans to construct 28 additional new stores in 2023, the majority of which will be funded using the proceeds of the new equity it has raised.

Headquartered in Fort Worth, Texas, Yesway operates 428 stores located in rural and suburban markets in Texas, New Mexico, South Dakota, Iowa, Kansas, Missouri, Wyoming, Oklahoma, and Nebraska. Yesway operates its portfolio primarily under two banners: Yesway and Allsup.

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