Cumberland Farms Uses Free Tolls to Promote SmartPay Check-Link

FRAMINGHAM, Mass. -- Motorists in Massachusetts will be getting a break on Friday, thanks to Cumberland Farms and its SmartPay Check-Link program.

According to Massachusetts Department of Transportation (MassDOT) Secretary and CEO Richard A. Davey, Massachusetts Turnpike (I-90) tolls will be free for travelers passing through the Allston/Brighton, Natick, and Weston toll plazas (Interchanges 13, 15 and 19) from 5 p.m. to 6 p.m. on March 15.

"This small gesture -- like our SmartPay program -- is all about passing some green back to our customers, whether treating them to a free toll or saving them 10 cents on every gallon of gas they buy," said Cumberland Farms President Ari Haseotes. "This is just another way in which Cumberland Farms makes life easier for busy people every day."

Cash customers must still stop at the toll plaza. E-ZPass holders will receive a credit on their monthly statement and details about SmartPay. Along with covering the cost of all tolls, Cumberland Farms is also paying for signage and any promotional handouts.

The promotion could pay off -- and add up. In 2012, MassDOT logged approximately 12,000 toll transactions at the sponsored plazas on the Friday before St. Patrick's Day, according to the department.

"Finding valuable ways to give back to our motorists is part of MassDOT's commitment to customer service," Davey said. "We are pleased to partner with Cumberland Farms on this toll sponsorship."

Cumberland Farms launched its SmartPay Check-Link payment program in January. Under the plan, customers can pay for gas and in-store purchases using a mobile phone or with a swipe of a card. SmartPay Check-Link users automatically save 10 cents on every gallon of gas.

The program is an upgrade from the first release of SmartPay, which was launched in April 2012 in partnership with PayPal. While the first release offered PayPal as the only payment option, SmartPay Check-Link is a new feature to the SmartPay program, and offers consumers the ability to debit their checking account as a second payment option. Additionally, Smart-Pay Check-Link is available in both mobile and payment card format.

In addition, the convenience store retailer partnered with the National Payment Card Association (NPCA) to ensure secure, PIN-based debit transactions to a customer's checking account with every purchase -- either by card or mobile phone.