Circle K revamped its loyalty program last month to allow shoppers to earn points redeemable for cash on gas and in-store purchases.

Circle K 'Easy Pay' Storefront BannerThe upgraded program centers on the launch of an Easy Rewards loyalty card and Easy Pay debit card. Cardholders earn 10 points for every gallon of gas purchased and 20 points for every dollar spent on in-store items (excluding tobacco, alcohol, lottery, money orders and gift cards). Accruing 2,000 points earns cardholders a coupon for $2 off a future receipt. The debit card offers cardholders all the benefits of the loyalty card plus 20 cents off every gallon of gas purchased within the first 30 days of enrollment and 6 cents off every gallon thereafter. 

Shoppers sign up to earn points by creating an account on the retailer’s mobile application or circlek.allpointscommunity.com and linking their loyalty or debit card. Cardholders then scan their unique bar codes, found within the app, or swipe their cards at checkout to earn rewards. Points and rewards can be tracked via the app or promotional website, which is administered by Norfolk, VA-based Outsite Networks.

Outdoor banners and clings, frame toppers, checkout signs and window posters spotlighted the updated loyalty program at participating Circle K stores in February and March. Easy Rewards and Pay cards were distributed in stores along with double-sided handouts, which detailed the benefits of both the loyalty and debit card. Circle K also held “Easy Rewards Registration” events at Illinois locations in March, encouraging enrollment with giveaways. Multiple posts on the retailer’s regional Facebook accounts supported.

The Easy Pay and Rewards cards will help phase out the Circle K Rewards key-ring cards used at the retailer's Arizona, Midwest, Heartland and Great Lakes divisions, which are the only regions with a loyalty program. The new loyalty and debit cards will continue to offer the same benefits as the key-ring cards, allowing cardholders to automatically enter sweepstakes through purchases and earn free car washes and various beverage and confectionary SKUs after buying a certain number of the same product or service.