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How Can Fuel Retailers Capture the Nearly Half of GasBuddies Who Don’t Belong to a Loyalty Program?

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GasBuddy’s recent survey on consumer preferences around fuel loyalty programs revealed a surprising statistic: 46% of respondents don’t belong to any fuel loyalty program at all. As an audience comprised of people who drive frequently and are cost-conscious, these users represent an untapped opportunity for retailers.

We asked this group what would convince them to use a fuel-based loyalty program. Most users cite higher rewards or the benefit of not being tied to a single brand, as shown below. Beyond those, the next most common responses all relate to convenience. Consumers want easy-to-use programs and the ability to transact without additional steps, such as remembering/typing in their membership number at the pump.

For the more than half of survey respondents who do belong to fuel loyalty programs, rewards-based programs boast the highest adoption.

Overall, our study, highlights of which were released this week in partnership with CSP, revealed the key ingredients of a successful loyalty program.

  • Choice. Loyalty programs that provide consumers with the ability to use the card at more locations and with more brands are favored among GasBuddies. Choice can also be delivered by integrating the fuel-loyalty program to a payment card network.
  • Convenience. The ideal program would avoid special passcodes, key fobs or multiple procedures. Integrated, easy-to-use programs get the most attention.
  • Rewards. The program should give members plenty of opportunity to earn and use rewards, and surprise and delight them every now and then.

Read the full report here.

About This Study

In February 2017, GasBuddy surveyed its users to learn what drives participation in fuel loyalty programs. Nearly 11,000 GasBuddies responded to nine questions. These are not your “average” gas consumers, but rather some of the most avid drivers, the most frequent purchasers of fuel, and the most selective when it comes to filling up.