Thorntons Refreshes Refreshing Rewards Program

LOUISVILLE, Ky. — Thorntons Inc. is rejuvenating Refreshing Rewards, its customer loyalty program.

Starting Jan. 4, the program will discontinue use of the existing tier-based reward structure, which includes Welcome, Premium and VIP tiers. Instead, all Refreshing Rewards members with a valid email address will immediately be eligible to receive rewards, including fuel discounts.

"We are evolving our loyalty program to better serve our guests by making every stop more rewarding," said Kristin Lynch, director of national marketing. "Guests will receive exclusive offers just for being a Refreshing Reward member; the more they visit, the more they will save."

Through this new Refreshing Rewards platform, customers with a valid email only need to swipe their membership cards for immediate access to free items, everyday savings on fuel, instant in-store discounts and more.

Launched in 2014, Refreshing Rewards is a loyalty program that provides guests with discounts on gas and rewards based on the number of visits, not the dollar amount spent, as CSNews Online previously reported. More than 1.5 million guests are already registered.

Louisville-based Thorntons Inc. operates 180 convenience stores in Kentucky, Indiana, Illinois, Ohio, Florida and Tennessee.