Katie Petru on customer loyalty
From Katie Petru and Mike Templeton, Casey’s · · Loyalty360
“For me, when I think about loyalty, I see it as that unwavering commitment from a consumer to a brand. It's something that you're so passionate about you wouldn't make any other choice. Aspirationally, I think our business holds that same view of loyalty, but there's also got to be a sense of realism. People are going to generally go where it's convenient for them, and that's our opportunity.”
On , Katie Petru, Director of Communications at CASEYS GENERAL STORES INC, spoke about customer loyalty during Katie Petru and Mike Templeton, Casey’s on Loyalty360.
About Katie Petru
Katie Petru, Director of Communications and Community at Casey's General Stores, discussed the company's loyalty program and customer engagement strategies in a September 2021 interview. She stated that she leads the communications team, covering internal communications, external brand PR, corporate communications, and community giving. Petru described the launch of Casey's Rewards in January 2020, a program where members earn points on in-store and online purchases and fuel, with options to redeem points as Casey's Cash, fuel discounts, or other rewards. She noted that the company quickly formed agile development teams to add features such as challenges and referrals based on customer feedback. Petru emphasized that partnerships should begin with insight into the audience and strategy, and that convenience has become a greater priority for customers. She said Casey's has a user experience team that conducts focus groups and interviews to understand guest preferences. Petru defined loyalty as an "unwavering commitment from a consumer to a brand," while acknowledging that convenience often drives consumer choice. She stated that Casey's aims to improve customer experience and foster deeper relationships, as the bar for experience is set by guests in every new interaction.