For many convenience retailers, loyalty programs were built for a different era. Customer data lives in separate systems. Mobile, loyalty, promotions, and manufacturer-funded incentives operate independently. And without a connected view of the customer, personalization remains limited, engagement stalls, and growth opportunities are left on the table.
This case study explores how Cumberland Farms transformed loyalty from a fragmented program into a connected intelligence engine. By unifying loyalty, mobile, tobacco incentives, and customer engagement on a single platform, the retailer expanded its loyalty membership from 300,000 to more than 6 million active members while driving measurable participation across the business. Today, one in four transactions is tied to loyalty, creating a stronger foundation for customer engagement, personalization, and long-term growth. Download the case study to see how a connected loyalty strategy can accelerate acquisition, strengthen retention, and create measurable business impact.
