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For convenience retailers, loyalty programs are how regulars become relationships. Members scan in at the counter, earn points on their morning coffee, and come back for the rewards they've unlocked.
For many retailers, though, that experience ends at the front door. When a customer orders online, their points and member perks often don't come with them. The same shopper ends up with two separate relationships with the same store, and the retailer loses the connection that keeps them coming back.
A growing group of convenience retailers is closing that gap by connecting their PDI loyalty programs directly to their branded online ordering, powered by Lula Direct.
Energy Mart operates seven locally owned convenience stores across Western North Carolina and is the sister company of Henderson Oil Company, a regional fuel supplier with more than 75 years in the business. In 2025, Energy Mart launched Lula Direct as its first-party ordering platform, using Lula's PDI integration to keep online pricing and availability in sync with its stores in real time.
Energy Mart was also the first retailer to connect PDI Loyalty to Lula Direct. Today, its rewards members earn and redeem online at every location.
Headquartered in Mount Vernon, New York, Atlantis Management Group owns 190 stores across the Northeast, led by its foodservice-forward Atlantis Fresh Market brand. After a successful pilot, Atlantis expanded its partnership with Lula in 2024, bringing digital ordering to Atlantis Fresh Market locations across New York, New Jersey, Connecticut, and Massachusetts through Uber Eats, DoorDash, and Grubhub.
This summer, Atlantis added its own branded ordering with Lula Direct, powered by the same PDI integration that keeps pricing and inventory in sync across every channel. With PDI Loyalty connected, shoppers can now link their existing rewards account or join the program right from the ordering site.
Based in Lincoln, Nebraska, U-Stop traces its roots to Whitehead Oil Co., founded in 1959, and has grown into a regional network of 40 convenience stores with fuel and car washes. U-Stop is bringing Lula Direct to its customers, and it connected PDI Loyalty ahead of its branded online ordering launch so members can use their rewards from day one.
Rewards members earn and redeem online the same way they do at the counter, so every purchase counts toward the same program no matter where it happens.
Rewards apply directly in the cart, so shoppers see their savings before they check out instead of wondering whether their discount went through.
Offers come straight from each retailer's PDI loyalty program, so the deals customers see online match the program they already know.
Loyalty members are already a convenience retailer's most valuable customers. Connecting their rewards to online ordering puts that value to work in a whole new channel.
Loyalty members visit 1.5x more often than non-members, according to PDI. When rewards work online too, every digital order gives members another reason to come back and another chance to earn toward their next reward.
PDI also reports that loyalty members spend 29% more than non-members. With their rewards available online, members bring that same spending power to every digital order, and rewards and offers applied in the cart give them one more reason to add the drink, the snack, or the second item.
According to PDI, 15% of loyal customers generate 55% to 70% of total sales. When those shoppers order through a third-party marketplace, their rewards don't follow them, and the retailer typically doesn't get their customer data. Bringing loyalty into first-party ordering keeps your most valuable customers inside your own program, and the data from every order stays with you.
Lula Direct lets new customers join a retailer's loyalty program right from the ordering experience, turning every online visit into a chance to sign up a new member.
Over the past few years, Lula Commerce and PDI Technologies have built a deep integration, from real-time pricing and catalog sync to commerce APIs and now loyalty. Lula Direct is certified for PDI Loyalty, giving PDI retailers a direct path to bringing their rewards program into their own online ordering.
Ready to connect your PDI loyalty program to first-party ordering? Get started at lulacommerce.com/contact/get-started.
