C-Store Mobile App Goes Biometric

by Raymond Pucci 0

Leading regional C-Store player, Cumberland Farms, has beefed up its mobile app with additional features including biometric ID log-in. As the following article reports, Cumberland’s SmartPay offers integrated customer features for both store and gas station use.

New enhancements to Cumberland Farms’ mobile app is earning users free merchandise, including in-store menu items. The convenience store chain, a fixture in New England and central Florida, redesigned its SmartPay Check-Link mobile app. The new app features a more intuitive, user-friendly interface, as well as more user benefits.

The app features a secure biometric touch ID sign-in process, as well as an enhanced store finder, and the ability to sign up for SmartPay — Cumberland Farms’ mobile payment capability that saves users 10¢ on every gallon of gas when they pay through the app. New upgrades also enable users to track lifetime savings on select in-store food items and gas rewards, view in-store deals and promotions, monitor their fuel rewards progress, and find directions and hours for the nearest store.

In addition to earning savings on gas, app users also earn free coffee or fountain beverages for every 50 gallons of gas purchased. They also earn a free select in-store menu item, such as pizza and breakfast sandwiches, for every 10 items they buy through the app, according to Cumberland Farms.

“We have a very large and loyal SmartPay mobile app customer base, and we’re excited for them to upgrade to the newest version,” said Gwen Forman, senior VP of marketing at Cumberland Farms.

“When we launched the SmartPay program five years ago it was one of the most innovative programs of its kind, and remains as such today,” he added. “The beauty of SmartPay Check-Link is its simplicity, and our new design further enhances that simplicity with an intuitive design.”

C-stores/gas stations have become a sweet spot for integrated mobile apps, especially those that have features such as payment, loyalty, and marketing offers. This retail category attracts quick-stop customers that can frequent the store more than once per day. Recently, C-stores have bulked up their retail space and food offerings that include fresh food selections and prepared meals to capture drivers throughout the day. More commentary on this topic can be found at Mercator’s September, 2017 Viewpoint, C-Stores: A Rising Force in Merchant Loyalty.

Overview by Raymond Pucci, Associate Director, Research Service at Mercator Advisory Group

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