Adapting for Today and Tomorrow: A Q&A with Kum & Go about Building a More Agile Loyalty Program

Send us Fan MailThe company that would eventually become Kum & Go was founded in 1959 by Tony S. Gentle and William A. Krause in Hampton, Iowa. That first humble location in the middle of the Iowa countryside has grown to 400 locations across 13 different states in the Midwest, and today, Kum & Go brings A Fresh Perspective™ to the customers and communities it serves.The brand’s purpose to make days better for customers can be found in its broad range of products offering more than traditional convenience store fare. Whether it’s freshly brewed coffee or fresh hot food that’s made to order in each store every day, Kum & Go has created a place where customers can fuel up at the pump and fill up in-store.Kum & Go’s &Rewards program allows members to earn at the pump and in-store. Points can be converted into fuel discounts or cash. Redemption starts at 100 points. Exclusive member-only deals on food, beverages, fuel, and more offer customers additional incentives to enroll in the program through the app, via the brand’s website, or even in-store.Mark Johnson, CEO of Loyalty360, spoke with Matt Riezman, Director of Brand Marketing, Matt Anderson, Director of Digital Customer Experience, and Matt Weber, Director of Business Insights & Analytics at Kum & Go, about the brand’s &Rewards program, the impact of the electronic vehicle (EV) market on loyalty strategies, and how the pandemic forced Kum & Go’s team to become more agile in leveraging technologies.