TXB Stores is aiming to increase its loyalty app traffic by 35-40%, but the 52-store chain is facing challenges in scaling the program. Benjamin Hoffmeyer, vice president of marketing and merchandising at TXB Stores, expressed his goals to focus on increasing engagement and capture rates, simplifying sign-ups through the PIN pad, enhancing gamification, and monetizing app traffic and digital assets.
Hoffmeyer was recognized as a tech and loyalty category small-chain finalist in CSP’s 2025 Category Manager of the Year (CMOY) awards. This year’s awards featured winners across seven categories, including both small and large chains.
TXB Stores is exploring the potential of implementing new technologies and loyalty features, such as Shep Digital, which offers personalized advertising based on customer shopping history. The company is also utilizing artificial intelligence to customize email and in-app messaging based on user preferences, with plans to leverage AI further in loyalty campaigns targeting specific customer segments.
In 2025, TXB Stores aims to focus on loyalty basics, increase gamification traffic, and monetize digital assets. Recent upgrades include transitioning to BrandMobile for app gamification platforms and upgrading the Paytronix Mobile Experience Builder.
Despite facing challenges in scaling programs with a large number of stores, TXB Stores is committed to enhancing its loyalty program. Hoffmeyer admires loyalty programs like Chick-fil-A’s and McDonald’s for their simplicity, added features, and customer engagement strategies.
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