Giant Eagle fuelperks+ Program Re-Design


There’s a renaissance going on in grocery, and the only thing faster than high-frequency retail is the pace of change in this competitive sector. With increasing competition and downward pressure on sales, Giant Eagle needed to evolve its legacy fuelperks! Program to grow, retain, and attract members. The overall goals were to drive top-line sales, reduce costs, and improve profitability. Our solutions guided Giant Eagle’s journey toward new loyalty across grocery, gas, and c-store outlets.


Our approach was to validate and refine the proposed fuelperks! Program construct and roll out a communication plan that not only improved the customer value perception but celebrated the new Program. Our strategy included:

  • A deep dive analysis and financial modeling of the existing Program to identify the optimal member value proposition, structure and mechanics, and to meet member and corporate objectives.
  • Creation of new fuelperks+ Program branding and; creative assets.
  • Development of a robust marketing and; communications plan leveraging a mix of communication channels including OOH, TV, DM, Web, App, Email, at-pump, in-store, and to receipt messaging to introduce the Program and drive enrollment.


The program has now launched and results will be made available shortly. Initial results in the pilot market included a 9% increase in overall grocery spend. Gallons pumped increased by enough extra fuel in one month to cruise over six million laps of the Indy 500 track.

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