Sunoco to roll out loyalty tech upgrade across 5,200 sites
Customers will be able to combine multiple discounts in a single transaction, such as fuel price reductions and third-party partner rewards.
Fuel distributor Sunoco is expanding its customer rewards program through a multi-year partnership with New York–based technology company Velocity Logic Group. The deal will introduce “Pay with Points” and other loyalty features across more than 5,200 Sunoco sites in the United States.
The collaboration goes beyond simple points redemption at the pump. Customers will be able to combine multiple discounts in a single transaction, such as fuel price reductions and third-party partner rewards. Instant enrollment will also be offered: shoppers can join the program on the spot using just a mobile number, without the need for a lengthy sign-up. Once registered, members will be able to access fuel discounts through Sunoco’s point-of-sale systems.
The update reflects a broader trend in the fuel retail industry, where loyalty schemes are becoming central to competition. With rising price sensitivity and the long-term shift toward electric vehicles, distributors are looking for new ways to encourage repeat visits and larger basket sizes. By linking its platform with external credit and debit card rewards, Sunoco is hoping to widen its reach and increase transaction volumes.
Velocity Logic, which provides real-time loyalty and payments solutions to convenience and retail fuel brands, said its technology is designed to create a “seamless, modern loyalty experience.” Chief executive Raymond H. Stanton III said the integration would elevate customer engagement and frequency while simplifying enrollment and redemption.
The system will roll out in selected markets over the coming months, with nationwide availability expected by the end of the year. For Sunoco, the initiative marks one of its most significant loyalty upgrades in recent years, underscoring how fuel distributors are repositioning themselves in a changing retail landscape.
