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Philadelphia, PA (September 29, 2026) — Lula Commerce, the leading provider of digital commerce solutions specializing in the convenience retail industry, today announced that new omnichannel loyalty capabilities are built directly into its Lula Direct first-party ordering platform. The update introduces native integrations with industry-leading loyalty and point-of-sale systems, including Paytronix, Velocity, Patron Points, PDI, and PAR.
Lula Direct ensures a retailer’s existing loyalty program works seamlessly across its direct online ordering channel, creating one unified shopping experience from the in-store counter to the online checkout. Guests can earn and redeem rewards online exactly as they do in-store, stacking points and claiming free items or tier upgrades across all digital and physical touchpoints. Furthermore, new members can enroll in a brand's loyalty program right from the ordering app, helping retailers easily expand their reachable customer base.
"The future of convenience retail lies in meeting customers exactly where they are with a single, connected experience," said Adit Gupta, Co-founder and CEO of Lula Commerce. "By natively integrating major loyalty networks directly into Lula Direct, we are empowering retailers to fully activate their existing rewards programs online.”
The addition of robust loyalty integrations further establishes Lula Direct as a comprehensive first-party ordering solution that helps retailers increase profitability, own the customer relationship, and unlock first-party data. The platform functions as a drop-in software development kit that can be embedded directly into a retailer's existing website or loyalty app, allowing customers to use their same login credentials for a frictionless experience.
By bringing these major loyalty networks into the Lula Direct ecosystem, operators can unlock new opportunities in retail media, personalized commerce experiences, and long-term customer retention.
Lula Commerce is the digital commerce platform transforming convenience retail. Lula helps retailers turn physical inventory into digital revenue by connecting stores, products, and consumers across every channel where commerce happens. The platform combines third-party marketplace management, branded first-party ordering through Lula Direct, merchandising, analytics, promotions, and AI-powered automation to help retailers sell more, manage less, and be where the order begins. Whether supporting a single location or hundreds of stores, Lula gives convenience retailers the tools to grow digital sales and simplify operations. To learn more, visit lulacommerce.com.
