SuperAmerica: My SA Rewards

Minnesota-based SuperAmerica had just been acquired by Northern Tier Energy. Northern Tier hired GrahamSpencer as part of a team also consisting of convenience store sector powerhouse Impact 21 Group to create a brand-new loyalty program to replace the Speedy Rewards program in which SuperAmerica’s 621,000 members (representing purchasing of $83 million/year) had been enrolled.

Part and parcel of the challenge to create a new brand (while not losing members or causing a mass points redemption) was the need to create a dynamic new website while working smoothly with multiple organizations, integrating proprietary software, developing a dynamic back-end database and integrating API-driven code across a complex (and outdated) kiosk-enabled POS system.

The kicker? These processes had to be accomplished in truly “speedy” fashion; the research, brand identity, advertising, website, kiosk interface – everything – had to be done in less than three months.

GrahamSpencer and Impact 21 far exceed our goal; several months after launch of My SA Rewards not only had a mass redemption been avoided, but the new website experienced  nearly 4 million new page views and the My SA Rewards had gained more than 600,000 new members.