Parkland looking to refresh and update Journie Rewards loyalty program
Parkland Corporation took to LinkedIn to announced that it is taking its popular its popular Journie Rewards program and giving it a refresh.
Uwe Stucekmann, senior vice-president, strategic marketing and innovation with Parkland Corp., says in a short video address that Parkland was looking to reinvigorate the program both with its existing members, but to introduce the program to newer, younger Canadians “who maybe have not seen themselves properly reflected in our brand.”
The plans to refresh Journie Rewards began late last year, according to Stucekmann, “to figure out how to reinject some energy into this brand and rejuvenate the brand . . . It is going to delight our existing customer and attract a whole bunch of new customers into the network to make it un-ignorable.”
The short video does not go into details as what existing and new members will see in this refresh. Stucekmann would only says that it will bring more energy, fun and colour.
READ: Aeroplan-Parkland loyalty partnership officially launches
The Journie Rewards program has been evolving for some time to remain relevant to its members.
"Private label business was up 12% compared to prior year, and we continue to leverage Journie to attract customers into our sites with targeted fuel incentives, in-store convenience offers, and cross-promotions between the forecourt and convenience stores," said chief financial officer Marcel Teunissen, last year when the company released its Q3 2024 financials.
Parkland announced in November 2023, it was allowing Aeroplan members to begin earning and redeeming points at Parkland's 1,200 participating Ultramar, Chevron, Pioneer, FasGas, On the Run and Marché Express Canadian retail locations.
