Work

Parkland

Bringing agility to loyalty campaign development

Project Focus

Strategy and platform evaluation

Tech advisory and engineering

Data intelligence

Parkland is a leading North American fuel distributor and retailer with over $30B in annual revenue from its network of gas stations and convenience stores, including Esso, Chevron, and Pioneer.

Logos of gas stations affiliated with Parkland

Project overview

Challenge

With a focus on strengthening customer relationships, Parkland was seeking to evolve its loyalty program, Journie, to deepen connections and adapt to changing market demands.

Solution

Apply Digital implemented a MACH-based architecture that empowered Parkland’s marketing team with self-service tools, automated workflows, and real-time customer insights, reducing campaign timelines and enhancing customer personalization.

Technology Partners:

Key Results

A scalable, self-service campaign development and management platform that enables highly efficient content and campaign creation, stronger data utilization, and improved customer loyalty.

61 %

reduction in campaign lead times

68 %

decrease in campaign development costs

Before, it felt like building a rocket ship from scratch each time. Now, we're nimble. Communications take days or even hours. We can ensure the right customers get the right message at the right time. We've switched from a ‘can we do this?’ mentality to a ‘should we do this?’ mentality. And our customers are better for it.

Derek Weidl Director of Loyalty Programs

Transforming legacy systems for greater agility

Challenge

Parkland wanted to modernize its loyalty program. They wanted to develop a more agile, data-driven loyalty platform to speed up campaigns, improve targeting, and give their marketing team more independence and flexibility. The company needed to connect data and tools across multiple platforms so that teams could work better together to deliver consistent, personalized customer experiences.

Enabling efficiency through automation and integration

Solution

Together, Parkland and Apply Digital teams created a strategy to modernize their loyalty and campaign management system — including change management support. The team collaborated with leading composable tech providers including Contentful (CMS), Braze (customer engagement), and Segment (customer data platform) to unlock seamless data integration, real-time customer segmentation, and automated campaign workflows.

The modern tech platform enabled real-time learning through interaction events like Parkland’s mobile loyalty app, website, in-store POS systems, and fuel pumps. Teams can leverage this data to deliver timely personalized messages to support the customer experience.

Paired with the implementation of reusable content templates, Parkland’s transformed ecosystem empowered its marketing team with self-service capabilities, that reduced their reliance on vendors and shortened campaign development timelines from 10-12 weeks to just 2-3 weeks.