Bill Hanifin
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Convenience Store Decisions ran an article last week which included comments from Pat Lewis, Founder of Kickback Rewards Systems about the importance of loyalty programs for convenience retailers.
Mr. Lewis founded his own loyalty marketing program, Kickback Points, to help his own business grow in a crowded market. He first launched Kickback Points in his Oasis Stop ‘N Go store chain in 1999, and I remember covering Kickback during my time with Colloquy shortly thereafter.
At that time, Kickback Points was included by Colloquy in a list of “Coalition Lite” models that were successful in linking multiple merchants together to use a shared monetary currency to build customer loyalty. Kickback has been steadily growing every since and is now the backbone of customer loyalty programs offered in over 1,000 Phillips 66 branded gas retailers.
Have a quick read of this article and mark down Pat Lewis as one of the loyalty pioneers in North America.
