Marketing

C-store RaceTrac redefines loyalty via enhanced rewards program

RaceTrac, a leading convenience store retailer, partnered with Capillary Technologies, an AI-powered loyalty solution provider, to enhance the RaceTrac Rewards program across its more than 600 retail locations.

Photo: RaceTrac

May 20, 2026 by Judy Mottl — Editor: RetailCustomerExperience.com & DigitalSignageToday.com, Connect Media

Summarize with

A strong, robust loyalty program is key and fast becoming 'the' key to retail success.

In the convenience store industry, the loyalty program is critical to operational success and consumer expectations are driving the c-store industry to craft new digital loyalty programs that meet shopper and customer needs.

Back in the day, before smartphones and digital marketing, c-stores relied on bright signage, competitive gas and fuel prices and consumer impulse to drive sales.

That scenario has changed dramatically. C-store customers are using c-stores for more than coffee, gas and ice purchases. In response, today's successful c-store owners and operators are those revamping and reinvigorating loyalty programs given the changing consumer behavior.

"What makes loyalty programs especially valuable for c-stores is that customers respond well to them. In fact, c-stores see better loyalty member retention than quick-service restaurants, underscoring that consumers genuinely value the convenience, variety and accessibility these retailers offer," Jeff Schlitt, solution engineering director at Arity, a mobility data and analytics company founded by The Allstate Corporation, shared with RetailCustomerExperience.com.

But loyalty today is about more than points or discounts, noted Schlitt.

"The most effective programs feel personal and seamless. Customers expect offers that reflect their habits, integration with mobile payments or ordering, and even moments of delight that encourage them to open the app regularly," he said. "When loyalty is treated as an extension of the customer experience rather than a transactional add-on, it becomes a powerful driver of repeat visits."

C-stores at a crossroads

Consumer loyalty within retail is at a crossroads, according to a Kobie research report that detailed how consumers want more transparency on a loyalty program's benefits.

Kobie's annual global study, "Heart of Loyalty Consumer Research Report," polled 5,000 consumers across the U.S., U.K. and Canada.

The research revealed a noticeable shift in consumer behavior, and that consumers demand transparent, meaningful value in exchange for their time, personal information and engagement.

Of the respondents, more than half, 67%, said that when they can see exactly how much they've saved through loyalty programs, they immediately recognize the program's value and 61% want the ability to gift points to others

RaceTrac redefining c-store loyalty

Convenience store chain RaceTrac is one of the latest retailers to evolve its loyalty program in response to consumer and shopper expectations.

Headquartered in Atlanta, Georgia, family-owned RaceTrac Inc. has been serving guests since 1934.

The company's retail brands include more than 800 RaceTrac and RaceWay retail locations, approximately 1,200 Gulf-branded locations, and more than 445 Potbelly neighborhood sandwich shops throughout the U.S.

Earlier this year RaceTrac partnered with Capillary Technologies, an AI-powered loyalty solution provider, to transform and enhance the RaceTrac Rewards program.

Founded in 2012, Capillary Technologies combines its loyalty technology with services to design, manage and optimize loyalty programs. It manages 100-plus loyalty programs and powers experiences for more than 1.2 billion loyalty members worldwide.

RaceTrac's collaboration with Capillary Technologies marks a significant step forward in the c-store's mission to deliver more personalized, flexible, and rewarding experiences, according to the company. RaceTrac has introduced a new generation of features in its revamped loyalty program aimed at recognizing and rewarding guests in smarter, more meaningful ways.

The enhanced program combines tier-based recognition with the ability to stack and combine offers, while advanced targeting will tailor promotions to individual preferences and behaviors.

The new loyalty program approach

RaceTrac selected Capillary Technologies after evaluating several potential partners, according to Lanna O'Connor, RaceTrac director of loyalty and digital marketing.

"We wanted to take RaceTrac Rewards in a new direction with something more modern and personalized to meet the needs of our different guests. When we evaluated partners, Capillary stood out right away," O'Connor said in an email interview. "Their cross-industry experience gives us tools we can put to work immediately and at scale. We evaluated several strong contenders, and Capillary stood out as a partner who could help us move fast, innovate and elevate the guest experience."

The loyalty strategy is straightforward, according to O'Connor. The goal is to offer customers a more relevant, more rewarding and more seamless guest experience.

"Over the years, our program has grown significantly, and the expectations of our guests and c-store consumers in general have grown even faster. The update is essential to build the foundation for the level of personalization and innovation we want to deliver. It sets us up to keep driving meaningful value and engagement for our guests well into the future," said O'Connor.

For Capillary Technologies, the partnership is about building something meaningful and a program that is built to last.

"We're focused on delivering a modern loyalty infrastructure that scales seamlessly with RaceTrac's future growth," Jim Sturm, president, North America, at Capillary Technologies, said in an email interview.

Why personalization matters in a loyalty program

Getting personal with a loyalty program requires understanding the definition of personalization. For RaceTrac it is all about creating moments for guests without making a big to-do.

"A great loyalty program quietly helps you do what you already want to do, whether that's saving on your go-to items or discovering something new without asking you to jump through hoops. When we can give guests the right information, tools, or rewards at the right time, it creates a real value exchange for both sides," O'Connor said.

At RaceTrac the RaceTrac Rewards program is a huge part of the brand's overall digital strategy, said O'Connor.

"It drives repeat visits, helps us build real relationships, and gives us more ways to connect with guests beyond the pump or the point of sale," said O'Connor, adding, "It also helps us understand what our guests value and how we can show up better for them. And with so many strong loyalty programs in the c-store space today, having a compelling, differentiated program isn't optional."

In the c-store industry, the brands that will win long-term are those that move behind the pump and point of sale to build genuine emotional connections with guests, according to Sturm.

"A strong rewards program is how you do that at scale. It drives repeat visits, deepens relationships, and creates meaningful long-term value for both the guest and the business," he said.

"RaceTrac has demonstrated an unwavering commitment to their guests for years — and a modern, AI-powered loyalty program is what turns that commitment into a competitive advantage," he added.

Capillary Technologies combines AI-led loyalty tech with deep industry expertise and applies that to help retailers such as RaceTrac not just respond to what guests want today but what they'll value tomorrow, according to Sturm.

"That forward-looking capability sets us apart. We're not just modernizing a points program — we're building infrastructure that recognizes loyalty at multiple levels, presents offers that fit each guest's individual context, and strengthens the emotional connection that drives repeat visits," said Sturm.

Tips, advice on loyalty program success

Building a successful c-store loyalty program requires two specific strategies, according to O'Connor. She recommends taking a small but evolving approach.

"Not everything is going to land. Be willing to test, learn, and even fail a little. It's easy to add to a loyalty program, but it's much harder to unwind something, so build thoughtfully and iterate often," said O'Connor.

The second strategy is to ensure that a loyalty program has support and input from several internal divisions, as a loyalty program doesn't succeed in a silo.

"You need operations, IT, category partners and a lot of other cross-functional teams on board from day one. Their partnership makes all the difference in bringing the program to life for guests," said O'Connor.

An important step, according to Sturm, is to begin with a clear belief about what loyalty means for the brand.

"Is it transactional, or is it relational? The programs that truly move the needle are the ones built around genuine relationships — where the guest feels recognized, appreciated, and understood," he said, adding that's the standard RaceTrac set with its loyalty program evolution.

"Beyond that, invest in the right technology foundation. Advanced personalization, AI-driven targeting, flexible rewards constructs. These aren't nice-to-haves anymore. Guests' expectations are rising fast, and the brands that build on modern, scalable infrastructure today are the ones who will be best positioned to meet those expectations tomorrow. Build for where your guests are going, not just where they are today."

About Judy Mottl

Judy Mottl is the editor of RetailCustomerExperience.com and DigitalSignageToday.com at Connect Media. She is an award-winning editor, reporter and blogger who has worked for top media for nearly four decades, including AOL, InformationWeek and Internet News, as well as for leading technology providers including HP. She’s written everything from breaking news to in-depth industry trends and reported on technology long before the internet arrived, including the debut of the first smartphone. When she's not sharing insights on digital signage deployments and trends in retail customer experience she's on the beach or watching the latest live murder trial.

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