Loyalty in the fuel and convenience space has come a long way. What started as a simple fuel discount has evolved into a dynamic, data-powered ecosystem that connects every touchpoint—from the pump to the snack aisle and everything in between.
In this blog, we’ll look back at how fuel and convenience loyalty programs have evolved—and where they’re heading next.
1920s–1990s
The origins: proprietary fuel cards and basic discounts
The earliest form of fuel loyalty wasn’t even called that—it was just smart business. Oil companies issued proprietary credit cards starting in the 1920s to encourage return visits. By the 1980s and 1990s, loyalty took the shape of cents-per-gallon discounts tied to fuel cards or store-issued punch cards.
Loyalty was simple: buy more fuel, save more money.
2000s
The digital shift: loyalty gets smarter
As loyalty programs took off across other types of industries, fuel retailers followed suit. With digital infrastructure in place, loyalty shifted from static discounts and punch cards to trackable customer engagement. Customers began earning points for their fuel and in-store purchases, and loyalty programs were able to start leveraging first-party data.
This era marked the start of true behavioral tracking and digital ID programs.
2010s
Personalization and partnerships: earning more, everywhere
With the proliferation of smartphones, loyalty programs became app-first. Customers quickly jumped on board as retailers layered in:
- CPG-funded offers
- Grocery store and fuel loyalty tie-ins
- Coalition programs across multiple verticals
- Easy rewards tracking and offers
- Personalized promotions based on purchase behavior
Loyalty started becoming a true business platform—not just a quick discount.
Today
Connected convenience: omnichannel engagement
As loyalty has evolved from customers earning a reward based on a transaction to customers and brands building true relationships together, modern loyalty programs (like those powered by PDI Technologies) are connected across all customer touchpoints:
- Fueling, shopping, snacking, fresh foods, mobile, and digital
- App-based prompts, kiosks, ordering and delivery, and mobile payments
- Real-time targeted offers from CPG brands
- Insight-rich data analytics and loyalty attribution
In fact, loyalty members today spend 29% more and visit 1.5x more often than non-members. The ROI is real—and measurable for retailers who make smart, data-driven technology investments.
What’s Next
AI, gamification, and deeper connections
As we peer ahead to the next few years, there are clear indications that the future of convenience loyalty will be powered by:
- AI-driven personalization using advanced data analytics while respecting consumer privacy
- Gamified engagements that hold consumers’ attention and drive behavior
- Subscription models for frequent purchases like Car Washes and Beverage Clubs
- Connected ecosystems that unify loyalty, payments, CPG offers, and back-office systems
- Frictionless experiences and instant gratification at every consumer touchpoint
Transform your loyalty strategy
Loyalty is no longer about transactions. It’s about connection and experiences that differentiate your business in a crowded marketplace. And in an industry built on speed and convenience, the retailers that prioritize loyalty will continue to win—at the pump, in the store, and in the hearts of your customers.
At PDI, we’re helping to define that future one personalized offer at a time. Looking to evolve your loyalty strategy? Let’s talk.
Like to hear more from Mindy?
Mindy will be one of our many PDI industry experts on hand at Connections Live 2025 in Denver, August 24-27.
Want more loyalty content from PDI?
Check out C-Store Loyalty Insider for the latest in convenience loyalty—at PDI and across the industry.