The Hub Convenience Stores Revolutionizes Customer Experience with Launch of "HubPerks" Loyalty App
In a significant move to modernize its retail footprint and deepen consumer engagement across Western North Dakota, The Hub Convenience Stores has officially launched "HubPerks," a comprehensive loyalty application powered by the retail technology firm Liquid Barcodes. This digital transformation initiative marks a milestone for the regional chain, streamlining the customer experience by consolidating fuel savings, rewards, subscription services, and digital couponing into a single, user-friendly mobile interface.
As the retail landscape shifts toward hyper-personalized digital interactions, the debut of HubPerks signals The Hub’s commitment to competing with national convenience giants while maintaining the community-centric ethos that has defined its growth over the last decade.
Main Facts: The Anatomy of HubPerks
The HubPerks application, now available for download on both the Apple App Store and Google Play, serves as the digital backbone for the company’s five locations across Dickinson, Hazen, Beulah, and New England, North Dakota. The app is designed to replace traditional punch cards and manual loyalty tracking with an integrated, real-time rewards engine.
Key Functionalities Include:
- Dynamic Fuel Savings: Users receive instant, per-gallon discounts on fuel purchases, creating an immediate financial incentive for loyalty.
- Integrated Rewards Ecosystem: Points are earned on both fuel and in-store merchandise, which can be redeemed for various store goods.
- Subscription Models: The app supports recurring subscription features, allowing frequent customers to save on high-velocity items like coffee or fountain drinks.
- Digital Couponing: Targeted, time-sensitive offers are pushed directly to users, reducing the need for physical coupons and increasing conversion rates.
- Seamless POS Integration: The system is built to communicate directly with The Hub’s existing point-of-sale infrastructure, ensuring that points are credited accurately and instantly at the register or the pump.
A Chronological Journey: From Fitterer Oil to The Hub
To understand the necessity of this digital leap, one must look at the historical trajectory of The Hub, which has been a staple of the North Dakota energy and retail landscape since the early 2010s.
2011: The Foundation
The roots of the brand trace back to 2011, when Chris, Gregg, and Todd Fitterer recognized a strategic need to expand their fuel distribution infrastructure. The Fitterers purchased property in Dickinson, N.D., with the primary goal of bolstering their company, Fitterer Oil. At this stage, the operation was strictly a logistical necessity for the fuel distribution network.
2012: The Strategic Pivot
The evolution from a fuel depot to a premier convenience retail brand occurred in 2012. The Fitterers identified a need for specialized expertise in the convenience store sector and connected with Jared Scheeler, a Dickinson native and seasoned veteran of the industry. This partnership was the catalyst for the formal creation of "The Hub." Scheeler brought a vision of high-touch service and operational efficiency that allowed the brand to expand beyond its initial location.
2013–2023: Scaling in Western North Dakota
Over the following decade, The Hub expanded into the communities of Hazen, Beulah, and New England. As the regional population fluctuated due to shifts in the energy sector, The Hub maintained a reputation for reliability, clean facilities, and a deep understanding of local consumer habits.
2024: The Digital Transformation
The launch of HubPerks represents the culmination of this decade-long expansion. Recognizing that the modern consumer expects the same level of digital convenience in rural North Dakota as they do in major metropolitan areas, the leadership team initiated a partnership with Liquid Barcodes to develop a bespoke loyalty solution.
Supporting Data: The Retail Technology Landscape
The partnership with Liquid Barcodes is not merely a branding exercise; it is a tactical response to data-driven retail trends. According to industry reports, customer loyalty programs that leverage mobile apps significantly increase "share of wallet" compared to traditional plastic loyalty cards.
- Integration Complexity: The development of HubPerks involved high-level systems architecture, ensuring that the app could speak to the store’s legacy fuel pumps, the internal POS systems, and the inventory management databases. This is a common hurdle for independent retailers, but one that The Hub overcame through a rigorous "ground-up" development approach.
- User Adoption Rates: While formal data for HubPerks will be compiled over the coming quarters, industry benchmarks suggest that loyalty app adoption typically peaks within the first six months of launch, provided the value proposition—in this case, fuel discounts and free merchandise—is clear.
Official Responses: The Leadership Vision
The transition to a digital-first rewards program has been met with enthusiasm from both the executive suite at The Hub and their technical partners at Liquid Barcodes.
Jared Scheeler, CEO of The Hub
"Our customers are the reason The Hub has grown from one store in Dickinson into a name people trust across western North Dakota," said Scheeler during the launch announcement. "Working with the Liquid Barcodes team, we built HubPerks from the ground up, tackling complex integrations across our fuel, POS and other systems to make sure every part of the app works the way our customers expect. HubPerks lets us give something back every time they visit, whether that’s a few cents off a gallon of gas or a free stamp toward their favorite drink."
Mats Danielsen, CEO of Liquid Barcodes
The partnership underscores a shared philosophy regarding the future of convenience retail. Mats Danielsen, CEO of Liquid Barcodes, highlighted the alignment between his firm and the retailer’s mission: "The Hub has built a loyal following by treating every visit like it matters, and that’s exactly the kind of retailer our platform is built for. HubPerks gives their members a simple way to earn on the things they’re already buying at the pump and in the store. We are proud to be their partner."
Implications: The Future of The Hub
The introduction of HubPerks carries several long-term implications for the regional retail market in North Dakota.
1. Data-Driven Decision Making
By digitizing the customer relationship, The Hub will gain access to valuable anonymized data regarding purchasing behaviors. Understanding which products are frequently bundled with fuel purchases allows the company to optimize its inventory and refine its promotional strategies. This shift from "gut-feeling" retail to data-informed retail is a significant competitive advantage.
2. Enhanced Customer Retention
In an industry where margins on fuel are thin and price sensitivity is high, the "sticky" nature of a loyalty app is vital. By offering a subscription service for items like coffee, The Hub is essentially creating a recurring revenue stream while simultaneously increasing foot traffic. Once a customer is in the store to pick up their "free" or discounted coffee, they are statistically more likely to make additional impulse purchases.
3. A Template for Future Expansion
The successful integration of these systems at five locations provides a blueprint for further expansion. Should The Hub decide to acquire more locations or open new sites, the digital infrastructure is now scalable. They are no longer starting from scratch; they are plugging into a proven ecosystem.
4. Community Connectivity
The Hub’s branding has always leaned into its North Dakota identity. By bringing high-end, big-city tech features to small towns like New England and Beulah, The Hub is signaling that its customers deserve the best in retail innovation. This reinforces brand equity and loyalty in a way that marketing campaigns alone cannot achieve.
Conclusion: A New Chapter for Western North Dakota
As The Hub moves forward, the HubPerks app will likely serve as more than just a savings tool; it will function as the primary touchpoint between the brand and its community. For a company that started as a support system for a fuel distribution network, the journey to a fully digitized, loyalty-driven retail chain is a testament to adaptability.
As customers across North Dakota download the app and begin scanning their digital barcodes at the pump and the register, they are participating in the latest evolution of a company that has, for over a decade, defined what it means to be a modern convenience store in the heart of the Great Plains. The digital age has arrived at The Hub, and if the early response is any indication, it is here to stay.
