Dive Brief:
- Love’s Travel Stops & Country Stores is expanding its My Love’s Rewards (MLR) program to its Trillium Energy alternative fueling stations, according to a Tuesday announcement.
- As part of the expansion, customers can now earn MLR points and get free items when they purchase compressed natural gas (CNG) at over 60 Love’s-owned Trillium stations across the country.
- Love’s move to incentivize customers to start using renewable gas comes during a year in which many fuel and retail operators — from Chevron and BP to 7-Eleven and Shell — have focused on building their sustainable energy capabilities.
Dive Insight:
Trillium specializes in designing, building and operating alternative-energy facilities, and provides around-the-clock maintenance services for various types of professional fleets. Its offerings include CNG, hydrogen, EV charging infrastructure, solar installation and on-site energy generation.
Prior to acquiring Trillium in 2016, Love’s operated 28 public-access CNG stations in its network. The acquisition brought that number to 65, where it remains today.
When factoring in Trillium’s own branded stations and other sites it provides gas to, the alternative energy retailer has about 140 locations — mainly on the West and East coasts and in the Southwest — according to its website.
“While Love’s CNG customers were already earning, this new opportunity makes it easier for drivers using renewable fuels to earn rewards,” Ryan Erickson, vice president of Trillium, said in the announcement.
Customers can get a MLR card from any Love’s Travel Stop or by downloading the Love’s Connect mobile app, and can start saving when they swipe the card at the pump. Users can jump straight to Diamond status, the highest tier, by opting in to get bonus offers in the app. MLR points and credits can be redeemed for free showers, drinks and merchandise.
Oklahoma City, Oklahoma-based Love’s Travel Stops owns more than 600 locations in 42 states, as well as 430 truck repair locations, and has more than 38,000 employees.
