RaceTrac flexibilizes loyalty via new additions to rewards program
Convenience retailer introduces personalized, flexible rewards experience across 600+ stores.
RaceTrac is advancing its digital guest experience with a major upgrade to its Rewards program, part of a broader effort to create more meaningful and relevant interactions across its network of more than 600 convenience stores throughout the United States. The enhanced program reflects the retailer’s commitment to evolving with consumer expectations and delivering value that feels personal, intuitive and easy to use.
As part of this transformation, the company has partnered with Capillary Technologies to integrate a modern loyalty engine that supports greater flexibility, deeper personalization and new ways to recognize guest engagement. The upgraded RaceTrac Rewards experience will blend tier‑based recognition with the ability for guests to stack and combine offers, while advanced targeting will tailor promotions to individual preferences and purchasing patterns.
“At RaceTrac, we’re committed to creating frictionless experiences that feel simple and enjoyable,” said Jamie Miller, Vice President of Marketing at RaceTrac. “Our enhanced RaceTrac Rewards program is designed to meet guests where they are—offering tailored value that makes every guest feel appreciated and every visit worth repeating.”
This evolution underscores the chain’s focus on creating simple, enjoyable and frictionless interactions. The company sees digital personalization as a natural extension of its guest‑first culture, allowing the brand to acknowledge loyalty across multiple dimensions while ensuring that every offer feels purposeful.
RaceTrac’s approach is based on a belief that loyalty is relational, not transactional, a philosophy that the company aims to replicate across all its stores.
