Mobile Development Partnership
Modernizing the digital experience at national fuel scale
Challenge
Create an Engaging Digital Experience for the World-Class Speedy Rewards® Loyalty Program.
When Speedway came to Magnetic over a decade ago, their loyalty program, Speedy Rewards®, was already an industry first. An early pioneer in understanding the value of loyalty programs aimed to create and retain customer lifetime value, it didn’t take long for other companies in the convenience and grocery spaces to follow suit.
The Partnership
As innovators in the loyalty space, Speedway recognized the vast potential of connecting its customers in the digital world. Wanting the best for their new mobile native application designed around Speedy Rewards, they partnered with Magnetic because of our deep connection to consumer loyalty and our offer automation.
Industry: B2C | Retail | Convenience | E-Commerce
Strategic design pillars
We set out on a mission to create an exciting and user-centered Loyalty Program that was easy to use and personalized for the consumers, built upon a solid foundation of principles.
Meeting Them Where They're At
Digital-First and Mobile-First Approach, that Creates Consistently Optimized Quality Content That’s Delivered Quickly for Today’s Tech-Savvy Consumer
Momentum Without Disruption
Enterprise Focused, Secure & Scalable Approach to Achieve Best-in-Class Reach to Millions of Customers Daily
Support Internal Operations Load
Build Up Digital Innovation in a Scalable Way, that Connects the Customer and Speedway, while creating Value on the Website & Mobile Apps.
USER-Centric
Making loyalty easy and personalized for the consumer
We worked with Speedway’s loyalty and technology teams to build a more dynamic user-first, front-end experience, including image-based offers, couponing, push messaging, and targeted offers. This dramatic digital transformation radically changed how users interacted with Speedway’s loyalty program and was widely praised, resulting in a 67% adoption-rate increase in just one year.
For over a decade, consumers have raved about the app, giving it a 4.7 out of 5-star rating with thousands of reviews and over 10K perfect 5-star reviews from Speedy Rewards® customers.
Why? According to Salesforce, 88% of customers say the experience a company provides is as important as its product or services.
We created the first Speedy Rewards® mobile application in 2012 and found instant success with a stunning 25% growth in 2013 and an additional 50% growth in 2014 among early digital adopters.
Getting right to work
Taking a digital and mobile-first approach.
We took over the website property and immediately focused on a digital- and mobile-first approach to all design and architecture decisions. This work culminated in a scalable, fully-integrated architecture that is fast-loading, secure by design, optimized for mobile and desktop usage, and earned Speedway a coveted award for best Digital Presence in 2019, by Convenience Store News.
Our technical teams created asynchronous content loading that mitigated caching issues while delivering an instantaneous experience to the consumer. The app and websites delivered real-time data coming from the POS and store operations, making it as reliable and accurate as in-store transactions. Additionally, we maintained a 99.99% system uptime along with a 24/7 support structure, which built trust and deepened our partnership and continued to grow the properties alongside them.
Our Solution
Secure & scalable approach to reach millions of customers daily
Speedway’s customer base grew from 1 million to 4 million loyalty users in a three-year period as they acquired new companies and expanded its reach from a regional Midwest company to a national chain with over 4,000 stores. This unprecedented growth, along with the consistency they saw from their digital properties, allowed us to continue expanding with them, which led to one of the largest contributions we made over the last decade to the digital Speedy Rewards® program: From 2012 to 2022, there was a 17x increase in app downloads.
Why? Today’s digital-savvy consumer expects immediate results and immediate responses. We know that consumers have little patience for slow-loading apps. In fact, TechRepublic found that 80% of consumers will eventually delete or abandon slow-performing applications.
Our plan for scaling included planned regression testing, new feature expansion that could dynamically be changed based on an influx of new data and/or customers, load balancing, and the monitoring of assets.
The result was a scalable digital property that kept up with rapid expansion and proven, quality production releases every quarter, and the constant delivery of fast-loading content to the app and the website while supporting millions of customers daily and 10s of millions of transactions on the platforms.
Built for what's next
Forward-thinking innovation.
Forward-Thinking Feature Innovations
- In-app Gamification
- The first AR Conference app
- Choose your own offer – Monthly Perks Speedy Deals
- In-store digital experiences
- Personalization of the customer profile
- Targeted messaging
Creating value for both speedway and the consumer
Both the app and website needed to scale on demand while also growing in both customer acquisition and retention, with this all culminating in an increase in customer lifetime value overall. What surprised everybody was just how much of that value would differ between digital users (web and/or app) compared to physical card users.
Why? The largest growing consumer group in the US are either digital natives (Gen Z and Millennials) or innovators (Gen X), and they are 206M strong. Their expectation for excellent digital-first experiences is table stakes and essential for business, and their desire for digital innovation will only get stronger.
The Gross Merchandise Value between the two audiences was nearly 38% higher in basket size and 36% more store trips for digital users. These numbers validated our hypothesis that engaged mobile users not only spend and visit in-store locations more frequently, but they are also more brand loyal to Speedway overall. The results were a 2X value per year for digital vs. non-digital consumers.
The app and website had proven that when built on the rails of a highly successful loyalty program like Speedy Rewards®, quality mobile and website experiences were like rocket fuel to customer lifetime value and it was the partnership between Speedway and Magnetic that helped us deliver this value.
Our work directly increased topline revenue and built brand loyalty, while also building reliable digital channels for their most valuable customers.
Proven Results
A closer look at the numbers
We help shape what’s possible.
Top companies understand the importance of evolution. Our 12-year partnership with Speedway was driven by early adoption and pushing innovation.