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Speedway, Shell Top GasBuddy-CSP Study on Loyalty Programs

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In February 2017, GasBuddy surveyed it users to learn what drives participation in fuel loyalty programs. Nearly 11,000 GasBuddies responded to nine questions. Respondents were not the “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.

GasBuddy collaborated with CSP to present the results of this survey, which offers analysis and insight into how to use loyalty programs to retain this critical segment.

Top Loyalty Programs (by category):

  • Overall, the most commonly used loyalty program was Speedway’s Speedy Rewards, favored by 28% of respondents and besting national big brands such as Shell and BP. With a more regional footprint, Speedway drives unmatched intensity with a mobile-first offering that combines generous benefits with occasional moments of “surprise and delight.”
  • Among national big brands, Shell Fuel Rewards was the overwhelming leader, preferred by 27% of respondents, while second-place BP (12.6%) had a strong ratio of adoption to number of stations.
  • For regional brands, GasBuddy respondents favored Thorntons, followed by Sheetz. This category represents regional chains of 150 or more locations.
  • In the grocery/hypermarkets category, Kroger took the top spot.

If you’re looking to launch or improve your loyalty program, check out what GasBuddy and CSP have to say in “6 Insights into Fuel Loyalty Programs,” recently featured in CSP Daily News.

Check out the full report here.