Miller's Markets Launches Loyalty Program

NORFOLK, Va. -- Miller's Neighborhood Market has launched a chainwide rollout of Miller's Rewards, a new loyalty program based on the GraphiCard loyalty card technology and Customer Relationship Management (CRM) system from Visible Results USA.

The rewriteable card, which can be used for convenience store and gasoline purchases, is being implemented in all 52 of Miller's company-owned stores in Virginia following a successful three-month pilot test in seven locations late last year.

Training sessions for supervisors, managers and associates have been held, and equipment is already in place at each unit.

Miller's Neighborhood Market, the convenience store subsidiary of Norfolk-based Miller Oil Co., is supporting the rollout with a comprehensive advertising campaign that kicked off on January 7. Undertaken at an investment of $400,000 for the first nine months, the campaign includes the airing of television and radio commercials several times each day in the Hampton Roads market.

Current vendor partners include Pepsi-Cola, the Coca-Cola Company, Red Bull, Tropicana, Gatorade, Hershey, Jack Link meat snacks, and Bon Apetit. Miller's is seeking to sign similar agreements with third-party entities that operate franchises within or adjacent to its stores, the company said.

"During the test period, some Arby's and Open Pantry units cooperated with us on activities of this type," said Terry Johnson, Miller Oil's director of marketing. "Based on their interest, we will continue to seek opportunities to bring third party partners into the program."

To date, more than 30,000 persons have signed up to participate in the program.