Creating lasting customer loyalty and maximizing every transaction in convenience stores is key to profitability and success. A well-designed loyalty rewards program is one of the most powerful tools C-store managers have at their disposal. At H&S Energy, we’ve seen firsthand how our Power Market Rewards program can transform customer relationships and increase sales for our Power Market and Pinnacle 365 C-stores. However, the success of any rewards program ultimately hinges on employee engagement. We’ve collected some training tips to teach your team successful tactics for promoting rewards programs and encouraging customers to take advantage of deals throughout your store.
In today’s economy, consumers are counting every penny. Rewards programs effectively attract attention and drive sales because they tap into customers’ desire to receive more value for their spending. Whenever a customer earns points, gets a discount, or unlocks a special offer, it creates a psychological boost. Customers are more likely to choose your store over a competitor if they know they’re earning something in return.
Here are some of the benefits of a strong loyalty rewards program:
- Increased Frequency of Visits: Customers enrolled in a rewards program tend to shop more frequently to earn or redeem rewards.
- Higher Average Ticket Value: When shoppers know they can earn extra points for purchasing specific products, they’re more likely to try something new or buy in greater quantity.
- Greater Customer Retention: A satisfied rewards customer is more likely to come back and choose your store even when competing offers are nearby.
Why Employee Engagement Matters for Promoting Rewards Programs
Even the best rewards program won’t succeed if customers don’t know about it. That’s where your staff comes in. From greeting customers at the door to finalizing a sale at the register, every team member has the opportunity for promoting your rewards program. Properly trained employees can spark interest, highlight benefits, and assist with signup and usage, ultimately increasing program participation and store sales.
Promoting rewards programs leads to mutual benefits for your employees and customers. Training your team to promote rewards isn’t just about boosting company revenue—it’s about giving employees the tools to provide better service. Employees who learn to match promotions with customer preferences feel more confident and helpful. This leads to:
- Improved job satisfaction
- Stronger rapport with customers
- Greater chance to earn recognition or performance-based incentives
Training Tips for Promoting Rewards Program
1. Make Sure Employees Understand the Program
Start by ensuring every staff member knows:
- How the program works (e.g., earning points, redeeming rewards)
- How to sign up customers (e.g., app or phone number)
- Current promotions or bonus point opportunities
Hold regular team meetings or quick daily huddles to review ongoing promotions. Give staff cheat sheets or quick-reference guides so they feel confident explaining it.
Pro Tip: Role-playing is a great tool. Practice everyday customer interactions so employees feel comfortable discussing the program.
2. Teach Benefits Over Features
While it’s essential to explain how the program works, it’s even more important to show why it matters to customers:
- “You’ll earn points for every purchase, which adds up to free drinks and snacks.“
- “This month, Power Market Rewards members get double points on energy drinks—if that’s something you grab often, it adds up fast.“
Encouraging staff to connect benefits to what the customer is already buying makes it easier for the customer to say “yes.”
3. Encourage Product Discovery
One of the most powerful aspects of rewards programs is introducing customers to new products. For example:
- “Did you know if you try this new protein bar today, you get 100 bonus points?”
- “With Power Market Rewards, we’ve got a BOGO deal on that new soda—might be something you’d like!”
By promoting discovery, employees help customers find new favorites—and once they’re hooked, they keep coming back.
This benefits employees, too:
- Customers become more responsive and open to suggestions.
- It creates a natural conversation that’s less “salesy” and more helpful.
4. Make It Personal
Encourage employees to share their own experiences:
- “I signed up last month and already got a free coffee.”
- “I used my rewards to get a discount on gas—it’s worth it!”
Customers respond positively to genuine testimonials. When employees believe in and use the program themselves, their enthusiasm is contagious.
5. Incentivize Your Staff
Make sure your team is just as motivated as your customers. Consider offering internal incentives such as:
- A small reward or recognition for most signups per shift or week
- Bonuses for team goals (e.g., hitting 100 new signups in a month)
- Public acknowledgment during team meetings
This turns promotions into a game that boosts morale while directly impacting store performance.
6. Leverage the Register Moment
The checkout counter is your last chance to remind customers of the rewards program:
- “Are you a Power Market Rewards member? You could be earning points right now.”
- “You earned 80 points today—that’s almost enough for your free coffee!”
Train your team to treat this as a friendly reminder, not a pushy upsell. With repetition, it becomes second nature.
7. Use Signage and Digital Tools
Employees shouldn’t have to carry the full weight of promotion. Train them to:
- Refer to signs or shelf-talkers about rewards and promotions
- Point customers to the app or website for more information
- Use QR codes or links at checkout to make the signup easy
This keeps the conversation going even after the transaction is done.
Promoting Rewards Programs in 3 Steps: Train, Motivate, and Celebrate
The Power Market Rewards program offers customers and C-store operators a win-win scenario. With the proper training, your employees become ambassadors who create positive customer experiences while boosting store performance. By focusing on helping customers discover new products, earn meaningful rewards, and return more often, your team plays a pivotal role in driving sales and creating loyal shoppers.
Take the time to train, motivate, and celebrate your staff’s efforts in promoting the Power Market Rewards program—and watch morale and sales climb.
If you’re looking for support materials, training guides, or promotional signage for your store, visit www.hnsenergygroup.com or contact our support team for resources to make your rewards program successful.
