Know Your Customers: How Yesway Creates Meaningful Value through First-Party Data

Since its beginning in 2015, Yesway has focused on collecting and understanding first-party customer data. The brand focuses on building relationships with its customers through in-store interactions and its rewards programs. Through understanding its customers’ interests, Yesway continually seeks to add value to every transaction. For that reason, Yesway acquired the Allsup’s brand, integrating its beloved food program. The brand also developed its Stack and Save program to help its customers stretch their wallets during times of inflation or high fuel costs.

Mark Johnson, Loyalty360 CEO, spoke with Darrin Samaha, Vice President of Marketing at Yesway, about the brand’s customer loyalty efforts, its acquisition of the Allsup’s brand, and how it seeks to use its rewards program to create value for both the member and the brand.