From fuel to fountain drinks: Build a full-funnel customer journey with loyalty programs

Every customer visit is an opportunity to increase sales, encourage repeat visits, and strengthen loyalty—without spending more on advertising. From fuel to snacks, coffee, or a quick bite, a smart loyalty program lets Cenex retailers turn occasional shoppers into loyal regulars, increase average transaction size, and gather actionable insights about customer behavior.

With the expertise and guidance from Cenex, paired with tools through our partnership with Patron Points®, retailers can create loyalty programs that support every stage of the customer journey—all while keeping operations simple and scalable.

The 4 stages of a full-funnel loyalty journey

A full-funnel loyalty journey maps the path your customer takes—from filling up at the pump to leaving your store with a snack and a smile. Each stage provides opportunities to boost revenue, retention, and engagement.

Stage 1: Turn fuel visits into in-store opportunities

Many customers start with fuel but leave without entering the store. A loyalty program changes that behavior.

Tactics:

• Promote in-store rewards at the pump with toppers
• Offer bonus points or fuel discounts tied to in-store purchases
• Encourage mobile app sign-ups for real-time enrollment

Example: “Earn 10¢ off per gallon when you buy two drinks inside in the same transaction!”

Stage 2: Increase spend per visit with targeted rewards

Once inside, shoppers are more likely to increase their purchase when rewards are tied to products they love.

Tactics:

• Offer category-specific rewards (e.g., double points on fountain drinks)
• Use digital signage or shelf tags to highlight reward-eligible items
• Create bundle deals (e.g., coffee + breakfast sandwich = bonus points)

Example: “Buy any two candy bars and earn 25 bonus points!”

Stage 3: Encourage repeat visits with personalized follow-up

Loyalty doesn’t stop at checkout. Personalized post-purchase engagement helps drive repeat visits and stronger retention.

Tactics:

• Send app alerts or push notifications with limited-time offers
• Automatically reward birthdays or milestones
• Gather feedback to strengthen relationships

Example: “Thanks for visiting! Here’s 50 bonus points just because.”

Stage 4: Use data to grow smarter

Loyalty programs generate actionable insights to improve your marketing, merchandising, and overall ROI.

Tactics:

• Track category performance and adjust offers
• Reward high-value customers with special promotions
• Analyze redemption rates to optimize campaigns

Example: If fountain drink sales peak at 3 PM, offer triple points from 2–4 PM to capture the afternoon rush.

Why loyalty programs are a smart marketing strategy

Retention is often more cost-effective than acquisition. It costs 5–7x more to attract a new customer than to keep an existing one. A well-structured loyalty program allows you to:

• Reward repeat visits without additional advertising spend
• Increase average transaction size per customer
• Build long-term relationships that drive sustainable revenue

Loyalty programs complement paid marketing efforts, stretching your dollars further while deepening connections with the customers who already visit your store.

Read more about how to boost repeat visits with a cost-effective loyalty program. 

Tools that make personalization seamless

Cenex and Patron Points provide tools to deliver loyalty programs that are flexible, automated, and easy to manage:

• Automated reward delivery: Birthday treats, seasonal promotions, or milestone bonuses are sent automatically
• Mobile app integration: Customers track points, redeem rewards, and receive real-time offers directly on their phones
• Targeted in-store incentives: Encourage fuel-to-store crossovers or reward frequent shoppers with minimal manual effort
• Analytics and reporting: Test campaigns, analyze results, and optimize strategies based on real purchase data

This combination of local flexibility and automation lets Cenex retailers offer personalized experiences that scale—without adding complexity. 

Build a loyalty program that drives measurable results

Loyalty is more than points—it’s a cost-effective marketing tool that strengthens customer relationships and drives repeat business. With Cenex expertise and Patron Points’ tools, retailers can:

• Turn first-time visitors into loyal customers
• Increase engagement and average spend
• Build sustainable competitive advantage in their local market

By designing a program that fits your store and resonates with your community, loyalty becomes a driver of growth, not just a rewards system.

About Cenex
Cenex is a trusted partner for convenience store owners and retailers, bringing over 90 years of expertise in high-quality energy solutions. From premium fuels to lubricants and propane, we provide the products, programs and support retailers need to drive traffic, grow loyalty, and increase profitability.