RaceTrac Modernizes Rewards Program With Capillary Partnership
RaceTrac is partnering with Capillary Technologies to revamp and optimize its RaceTrac Rewards loyalty program across more than 600 convenience store locations in the U.S. The collaboration will migrate RaceTrac’s loyalty infrastructure onto Capillary’s AI-powered platform, enabling advanced customer data analysis and tailored promotional capabilities that go beyond generic offers.
RaceTrac will introduce features such as tier-based loyalty recognition and the ability for members to stack and combine offers. This approach is designed to reward customers at multiple levels, present contextually relevant incentives based on individual behavior and preferences, and strengthen emotional engagement that drives repeat visits.
For RaceTrac, the technology upgrade aligns with its commitment to creating simple and enjoyable digital experiences that recognize loyalty more meaningfully. By using Capillary’s platform, the retailer expects to tailor offers more effectively, scale its loyalty operations, and support future innovations that deepen customer connections across digital and in-store channels.
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Study Finds Loyalty Programs Must Evolve to Stay Relevant
A new report from Info-Tech Research Group suggests that many customer loyalty programs are failing to deliver meaningful impact as consumer expectations continue to rise. While customers often enroll in multiple programs, engagement remains inconsistent, particularly with traditional, points-based models that feel generic or disconnected from real value. This growing disconnect is contributing to reduced participation and, in some cases, brand switching as customers become more selective about where they invest their loyalty.
Info-Tech’s insights point to several organizational challenges that have hindered loyalty program success.Fragmented ownership of loyalty initiatives, siloed customer data, unclear success metrics, and difficulty demonstrating return on investment are barriers that prevent many programs from reaching their full potential. Additionally, as loyalty systems become more data-driven and personalized, responsibility for driving meaningful outcomes is increasingly falling on IT leadership to integrate technology and business strategy around loyalty experiences.
To address these challenges, Info-Tech’s Modernize Your Loyalty Program Through a Digital Strategy blueprint outlines a structured approach for leaders to align loyalty goals with the necessary technology and data capabilities. The framework emphasizes cross-functional alignment between IT and the broader business, clear definitions of what loyalty should achieve, and measurable outcomes that go beyond simple transactional rewards. By integrating loyalty more holistically into customer experiences and organizational strategy, companies can build programs that feel genuinely valuable rather than superficial.
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Marriott International Adds 43M to Marriott Bonvoy
Marriott International reported a significant expansion of its Marriott Bonvoy loyalty program in 2025, adding roughly 43 million new members and bringing total membership to about 271 million by year-end, according to its fourth-quarter and full-year earnings data.
Executives attributed the surge not just to traditional hotel stays but also to strategic partnerships with brands like Uber and Starbucks, which help members earn and redeem points outside of lodging. Enhanced offerings such as Envoy Moments, which lets members trade points for curated experiences, also played a role in driving engagement.
Looking ahead, Marriott sees artificial intelligence as a next frontier for enhancing personalization and customer experience across the Bonvoy journey. The company plans to integrate natural-language search into its digital platforms and explore additional tech collaborations to streamline bookings and deepen member interactions.
Learn more here.