Dive Brief:
- RaceTrac has redesigned its RaceTrac Rewards mobile app, adding several new features and improving its overall functionality, according to a Thursday announcement.
- Notable changes to RaceTrac’s app include a “modernized look” that fits the company’s refreshed branding, a new contactless payment tool, an updated FAQ tab, a chat feature and a redesigned store finder.
- RaceTrac’s mobile app had received poor reviews in the past for frequently malfunctioning. Its latest upgrades are the result of both customer and employee feedback, according to the announcement.
Dive Insight:
As of November 2023, RaceTrac’s mobile app was one of the lowest-rated apps on the Apple App Store when compared to those of other leading convenience retailers. The company’s app store score was a 2.5 out of 5 with over 1,000 reviews.
Besides regularly malfunctioning, reviewers of the app said it often struggled to locate RaceTrac stores, was inconsistent with letting customers use points and didn’t track users’ purchase histories.
RaceTrac’s latest announcement highlights the app’s enhanced purchase history capabilities, as well as the new store finder. With the latter, customers can “favorite” their most visited stores, where they can receive personalized offers at and place online orders for pickup before they arrive.
RaceTrac also said that its app was redesigned for faster loading times to help its team members make quick transactions and streamline the in-store experience.
“Our guests are constantly on-the-go and we’re always looking for ways to make their RaceTrac experience better,” Lanna O’Connor, director of loyalty and digital marketing for RaceTrac, said in the announcement. “We rebuilt the RaceTrac Rewards app from the ground up, with a new look, new features and faster speeds to enhance the rewarding experience they enjoy through RaceTrac Rewards.”
Users of the new app can earn four points for every dollar they spend on qualifying products and one point for every gallon of fuel purchased. The app also stores RaceTrac digital gift card balances.
RaceTrac’s new mobile app underscores the company’s broader focus on technology upgrades over the past several months. Since late last year, RaceTrac has implemented an edge computing program to centralize management and provide real-time insights, and switched its security and data servers to a new platform. More recently, the company opened its first electric vehicle charging stations in Texas.
Atlanta-based RaceTrac operates over 580 convenience stores across eight southern states as well as more than 230 RaceWay stores in 12 states across the Southeast.
