"Making Good Customers Better."™

Omnichannel Latest Issue for Young Executives ----Next generation executives review how innovative channel leaders are creating an interactive, digital retail landscape.

JACKSONVILLE< FLORIDA (September 13, 2017) —- Capping a day of information sessions at the annual National Advisory Group (NAG) Conference Sept. 12, members of the Young Executives Organization (YEO), part of NAG, gained some futuristic insights.

In a session entitled “What Does Omnichannel Mean to Convenience Retail,” members got a glance at what some retailers are doing to better compete with omnichannel strategies. Omnichannel is most often associated with a seamless shopping experience that often combines in-store, online and mobile device capabilities.

Pat Lewis, partner and co-owner of the 24-location Oasis Stop ‘N Go c-store chain based in Twin Falls, Idaho provided a perspective for a breakout session for YEO members. Lewis is also the CEO of Kickback Rewards Systems, which provides programs in conjunction with more than 2,000 companies and is the largest loyalty program in the U.S.


Companies that Lewis profiled included Estée Lauder’s Clinique, which has been successful in engaging customers with its innovative Clinique Skin Lab. Carrefour, which operates Connected Kitchen—an online shopping solution was also cited. Both merchants are using innovative means to draw potential consumers in through advanced tools including mobile-powered kiosks and interactive signage.

In another retail channel, Walmart is expanding its pick-up site capabilities so customers don’t have to step foot in a store. The initiative is called Walmart Pickup, which lets customers go online and pay for orders, and then pick up the order at the store or designated center.

“Again, they’re taking the friction out of transaction,” Lewis said.

Looking at other innovative retailers, Starbucks, Lewis said, continues to break new ground in mobile ordering with its newest app that allows consumers to find the nearest location on a map, order and pay for it all on their mobile device. The same interactivity is available through Apple for patrons looking for service stores.

Lastly, Amazon continues to excel on different retail levels, changing the perspective retail landscape with such platforms as Amazon Go, its convenience platform that utilizes sensor technology so patrons don’t have stand in checkout lines, as well as Amazon Locker, Amazon Prime Now, which promises free two-hour delivery, and Amazon Prime Pantry, where Prime members can shop for groceries and household products in everyday package sizes.

Conveniences stores are also making omnichannel headway, including his , Lewis said. He described a new store, also located in Twin Falls, that features a mobile app, ordering at the pump, Applause marketing at the pump, drive-through and order pickup.

The NAG conference concluded Wednesday.


KickBack Points, LLC was formed in 1999 as a means to help retailers compete against larger, more aggressive competitors. It was determined that through loyalty marketing, they would be able to recognize and reward their best consumers and protect their market share from attrition. KickBack’s innovative solutions and unique approach to loyalty marketing quickly provided results for these retailers which included higher customer frequency, higher ticket averages, and a mitigating of consumer defection. Today, KickBack Points provides programs to more than 2,000 companies and is the largest coalition loyalty program in the United States as well as companies in Canada. KickBack Points holds religiously to its prime mission, and that is to “make good customers better” for their clients.

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As a national leader in rewards programs and loyalty solutions, KickBack Rewards Systems develops business solutions that make retail operators smarter, more profitable and helps to elevate their entire organization to learn how to anticipate the growing needs of their customers.

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Once I started carrying the KickBack Points card, I started shopping Alta Convenience Stores a little more. I enjoy getting the rewards, but I really enjoy their employees as well. I look forward to my visits.

Chris Park, Customer & KickBack Systems Super Bowl Giveaway Winner

The KickBack Points program has been a great boost for our business and having the grand prize winner come from one of our stores has been an extremely exciting experience... Chris was really surprised and sincerely grateful to win the grand prize. As a company, it feels great to reward one of our loyal customers with such a fantastic opportunity.

Dennis Dirkse, Area Sales Manager for Pester Marketing Co.

Each of these brands has their own loyalty program, but it was our company’s contention that it was better for us to market one loyalty program, Rattlers Rewards, than to try to market three separate programs to our customers. We went with KickBack Rewards because they were very easy to work with and the rollout was fairly smooth for a business transition of this size.

Jim Kolkhorst, CEO of Kolkhorst Petroleum Co, Inc.

We are in a very competitive market surrounded by larger retailers with rewards programs. During our due diligence phase, we learned that a lot of our customers were already participating in KickBack's program at Conoco and Phillips 66 locations. By joining the coalition, we are able to help our loyal customers earn discounts, prizes and other great rewards. It's really a win-win for everyone.

Troy Plane, Company Owner and General Manager at Phillips 66

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