BJ’s views gas discounts as key to boosting loyalty

摘要

Executives for BJ’s Wholesale Club made it clear thatleveraging an attractive fuel offering is one of the pillars ofattracting the most loyal club members.CEO Chris Baldwin noted that the top performing tierof BJ’s members use a cobranded credit card that enablesthem to get 10cts/gal knocked off the price of gasoline.Those high-tier members tend to renew at a rate of around 99% compared to a more structural rate of 87% across thebroader class of members.The chain currently has 141 gasoline stations at 217clubs. Two new clubs are planned for autumn openings,including another site in eastern Michigan (Chesterfield)that will give the chain three locations there. Another newwarehouse will also open in Pensacola, Fla., representing the33rd club in theSunshine State.