Fueling a Rewarding Experience: A Q&A with Parkland on Building a Customer Loyalty Program and Delivering Early Rewards

Send us Fan MailEstablished in the 1970s in rural Alberta, Canada, Parkland has become a leading convenience and fuel marketer across the country. Expansion throughout Canada and into the United States and the Caribbean has been driven mostly through acquisitions and strategic partnerships. Parkland is preparing to launch its loyalty program in Puerto Rico.With over 1 million customers served every day across 4,000+ retail locations operating under the field brands of Chevron, Pioneer, Fas Gas Plus, RaceTrac, Superpumper, Ultramar, On the Run, and Esso, as well as under Sol Petroleum internationally, the brand’s rural beginnings in Alberta have led to global success. Parkland is now in 25 countries.Acquisitions in Canada, such as major frozen food retailer M&M Food Market, have allowed Parkland to bring even more choices to members of its Journie™ Rewards program while moving fuel customers from the frontcourt to the backcourt. At the pump, strategic partnerships offer even more benefits for members. Customers with a CIBC bank credit card, when linked to a Journie Rewards account, receive an automatic three-cent-per-liter discount on every fill-up at any of Parkland’s field brands.Mark Johnson, CEO of Loyalty360, spoke with Michael McDowell, Vice President of Loyalty Programs and Partnerships at Parkland, about the different experiences of approaching loyalty from an agency perspective versus the brand side, satisfying loyalty program members through early benefits, and opportunities for Parkland and its loyalty program.