Tips for starting a paid loyalty program

摘要

Large, indie retailer RaceTrac is offering the first month of membership in its RaceTrac Rewards VIP Program free to essential workers who sign up during the month of August. Workers must be defined as essential by the U.S. Department of Homeland Security. Normally, RaceTrac VIP members pay $2.49 per month to save 10cts/gal on the first 40 gal purchased and 3cts/gal thereafter on each fuel purchase for the remainder of the month. The RaceTrac program is an example of a "premium" loyalty club in which members pay for benefits, versus more common rewards programs in which participation is free.