Often, the hardest part of launching any kind of marketing initiative is simply getting it off the ground; the first few months bridging the gap between concept and reality is, as many marketers will tell you, a whirlwind of iteration and decision-making regarding every last detail of the push. This is the challenge faced by convenience store chain Yesway and its new loyalty partner as it continues preparations for its loyalty program.
In launching a dedicated loyalty program, Yesway is looking to commit to a higher level of....