Thorntons' Rewards Program Delivers Refreshing Results

LOUISVILLE, Ky. — Just four months in, Thorntons Inc. has already exceeded its year-two goal of registered customers for its Refreshing Rewards loyalty program, powered by Paytronix Systems Inc.

The convenience store chain now expects 1 million customers to register by the end of the first quarter of 2015, increasing its goal for this date by 30 percent.

Refreshing Rewards launched in September, as CSNews Online previously reported. Since then, program managers have successfully used targeted promotions to increase the frequency of member visits, and they are leveraging program data for category management.

"The combination of Paytronix technology, its deep loyalty domain knowledge and its Data Insights capabilities has helped the Thorntons Refreshing Rewards program get off to a fast start and exceed our expectations," said Thorntons President Tony Harris. "While it's very difficult to get someone who is not using a convenience store to begin using it, Paytronix has given us the ability to capitalize on the huge opportunity to increase the visits for existing customers."

Using the Paytronix Rules and Wallets Engine as a foundation, Thorntons Refreshing Rewards segments registered customers by how often they visit or purchase gas. The chain can then deliver varying levels of rewards based on visits, spending and purchase behavior. Program goals include compelling gas-only customers to visit inside the store and driving frequent visitors' incremental visits by leveraging their transaction history.

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