Circle K is filling up with premium grade customers


minute read

The Goal

Circle K® is on a mission to make journeys easier and more enjoyable for its customers. To achieve that goal, the company needed to expand its fuel brand footprint and stand out from fierce competition by conducting a rebranding effort.

As part of this effort, Circle K refreshed many of its fuel brand touchpoints. While doing so, it was critical to avoid having customers switch brands while also attracting new customers to its multiple locations with engaging customer experiences.

Following the rebrand, defending and growing share of wallet became a defining metric. To achieve this goal, Circle K needed a way to identify, target, retain, and win back loyal customers.

The Solution

Cardlytics helps brands discover and connect with real people to drive measurable incremental returns.

Using our unique platform, which delivers ads inside banks’ digital channels, Circle K has been able to engage with valuable or previously hard-to-reach customers using targeted cashback offers.

By providing visibility into pump-to-store conversions along with market and consumer purchase insights, Cardlytics helps Circle K create sales plans and marketing communications strategies that offer customers savings on everyday purchases while driving bottom line results.

Cardlytics’ unique view into consumer trends gives Circle K access to purchase transaction data and a full-wallet view of spending for all relevant categories by region, zip code, and site.

Leveraging these insights, Circle K gains an understanding of the increased headroom available to deepen its engagement with high-value audiences in support of its overall marketing strategy. For example, Circle K is proud of its premium fuel, and working with Cardlytics, it can specifically promote this product through targeted campaigns that create loyalty among a profitable audience.

With performance as the cornerstone of Cardlytics’ unique business model, we can calculate the incremental return on advertising spend that the platform brings and can confidently say we are pleased with the results!”
Mélissa Lessard, Head of North American Marketing, Circle K

The Results

Together, Cardlytics and Circle K are driving sales and growth for Circle K while making every trip to the pump more rewarding for customers with cash back on their next fill-up.

As Circle K rebranded multiple locations to its Circle K fuel brand, Cardlytics was there to support its transition strategy. Using an approach that targeted lapsed customers, Circle K could defend its share of wallet by letting customers know that even if the name has changed, they would still have a high-quality experience at any Circle K location. These campaigns resulted in significant sales and incremental growth for Circle K.

This success enabled Circle K to reinvest in new strategies and campaigns aimed at growing its brand footprint. Cardlytics has helped this leading convenience and fuel retail brand create brand loyalty through targeted campaigns that connect Circle K with consumers not currently in their funnel.

These campaigns provided over 425% in incremental return on ad spend (iROAS).

Learn more about how Cardlytics can help create brand loyalty, drive engagement and spend for your customers. Contact us today!

Circle K
Circle K, the primary global brand of Alimentation Couche-Tard, Inc., is one of the largest independent convenience store operators in the United States and a global leader in convenience and fuel retail.
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