Winning the Next Visit: The Power of Loyalty for Convenience Retailers

This article is brought to you by Phillips 66. 

Convenience retailers face no shortage of competition. Consumers often have multiple fueling and convenience options available to them, making repeat visits increasingly important to long-term success. As retailers look for ways to stand out, many are turning to loyalty programs as a key part of their growth strategy.

The opportunity is significant. According to the 2025 NACS Convenience Voices survey, nearly one-third of consumers said they choose a specific convenience store because of its loyalty program. For retailers, that means loyalty is no longer simply a promotional tool. It can be an important factor in influencing where consumers choose to stop, fuel and shop.

While discounts can help attract attention, loyalty programs are most effective when they create an ongoing relationship with consumers. Successful programs provide reasons for consumers to return by delivering relevant offers, personalized experiences and meaningful value over time.

"Reliable fuel supply is essential, but today’s retailers are also looking for partners who can help turn every fill-up into a stronger connection,” said John Field, Senior Director of Brand Marketing at Phillips 66. “That means building brand awareness, deepening consumer relationships and giving drivers more reasons to come back."

That shift is helping reshape the role of fuel suppliers. Today, retailers often expect support that extends beyond the fuel canopy, including branding, marketing resources, consumer engagement programs and loyalty solutions that help them remain competitive in a changing marketplace.

Phillips 66's Fuel Forward® platform was introduced as an integrated loyalty program supporting the Phillips 66®, Conoco® and 76® brands. Since launch, the program has helped connect consumers with participating locations through offers, rewards and digital engagement opportunities.

In 2025, consumers downloaded the Fuel Forward app more than 650,000 times and redeemed approximately 10.2 million offers. Those interactions represent more than reward redemptions. They demonstrate consumers' willingness to engage with fuel brands beyond the transaction itself.

For retailers, the greatest value often comes when loyalty programs are integrated into a broader consumer engagement strategy. Loyalty programs can be supported by digital marketing, social media engagement, local store promotions and retailer-specific loyalty initiatives to create a more connected consumer experience.

"Operators can unlock the full value of loyalty when they make it part of a broader strategy - one that engages consumers before, during and after every station visit,” said Field. “When participation is simple and the value is clear, loyalty becomes more than a program; it becomes a reason for consumers to keep coming back."

That broader consumer engagement approach is reflected across the Phillips 66 branded network. In addition to Fuel Forward adoption, Phillips 66 branded social channels now connect with more than one million followers. Together, these efforts illustrate how brand investment, consumer engagement and loyalty can work together to help retailers build awareness, encourage repeat visits and strengthen long-term customer relationships.

"Loyalty is won one visit at a time. It starts with giving consumers a compelling reason to choose your location again and again,” said Field. “When retailers pair distinctive branding with rewards that matter and engagement that feels relevant, they can turn everyday visits into lasting relationships and create value for both their business and their consumers."

Learn more about site branding opportunities with Phillips 66®, Conoco® or 76®.

This is the first article in a two-part series from Phillips 66. Look for part two, which explores how reducing friction can make loyalty programs even more effective.

Loyalty programs