MakeItCount is the loyalty/ rewards program for Marathon gas stations. Consumers earn points for buying fuel and selected in-store products. Information on the program including membership fees, methods of earning and redeeming rewards, rates of earning points, the current number of members, and partnering vendors are provided below.
How it Works
- Consumers can join the program through three ways: by texting “JOIN” to 40244, sign up through the website, or download the mobile application. Anyone above 18 years of age can sign up without any membership fees.
- Members are then required to select one partner program from partnering initiatives including Southwest Rapid Rewards, Wyndham Rewards, Target, My CentsOff program, Petco, Domino’s, and the Sustain Tree Planting Program.
- Reward points earned are kept within the selected partner program. Each partner program may offer different or exclusive rewards and earning rates.
- Members are allowed to switch to different partner programs at any time. However, their accumulated points may be transferred at a specific conversion rate between different programs. Some programs do not allow any points to be transferred at all.
- The reward program has its own card- the MakeItCount card, not be confused with Marathon's business fuel/ fleet cards or credit cards. Only MakeItCount cards can be linked to the rewards program.
- To earn points, consumers can either provide their phone number/ barcode or swipe their membership card at the thousands of participating Marathon gasoline stations when making purchases. However, the availability of card swipe and barcode scan functionality will depend on location.
- It may take up to 72 hours for MakeItCount to deposit the points. There is no limit for points earned with fuels.
- Consumers earn 1 point for every gallon of fuel purchased for the Southwest Rapid Rewards program and 2 points for every gallon of fuel purchased for the Wyndham Program. While consumers that enroll in Target, My CentsOff, Petco, Domino’s Pizza, and the Sustain Tree Planting Program earn 20 points for every gallon of fuel purchased.
- Consumers can also earn additional points for in-store purchases. The current rates for the Southwest Rapid program are 20 points for buying 2 C4 Energy Drinks or 1 Flipz Chocolate Pretzels; 30 points for buying a General Mills Treat Bar; 40 points for buying 1 pack of Skittles/ 2 bottles of Fiji Water/ 2 Little Debbie single-serve products/ 1 Stubb’s, Grill Mates or Old Bay/ 1 Raze Energy drink; 60 points for buying 2 TWIX Cookies and Creme or 2 V8 beverages.
- Rates for other partner programs can be calculated using the same multipliers for fuel purchase. In other words, the rates for Wyndham Program and remaining partner programs are 2 and 20 times of the Southwest Rapid Reward program, respectively.
- MakeItCount is now offering additional points and rewards for 2 additional achievements. Each consumer can earn 800 points once by purchasing fuel over 5 times in January. Consumers could also receive a free Android smartphone when they purchase fuel over 10 times at the station and pay $100 for 2 months of cell service.
Rewards & Members
- Members can redeem their rewards by returning to the redemption options of the selected programs like the Southwest Rapid Rewards Program or directly through the MakeItCount website or app. Redeemable rewards include fuel discounts, Target/ Petco/ Domino's gift cards, planted trees with the Arbor Day Foundation, and gift cards/ merchandise/ flights/ hotel stays/ rental cars/ experiences with the Southwest Rapid Rewards program.
- There is no available information on the current number of MakeItCount members.
We’re unable to find any information on the current number of MakeItCount members by searching their website and articles on the internet. We suspect that the information is not readily compiled as membership numbers have not stabilized since its less than 2 years since the program launched. We first try to triangulate the growth of membership by sourcing information on the number of MakeItCount members in the past by combing through press releases to calculate the current number of members by assuming a consistent growth pattern. However, all past press releases highlighting major initiatives for the program did not disclose any membership numbers.
We then attempted to triangulate the information by multiplying the percentage of Marathon customers that signed up for the loyalty program with the total number of Marathon customers. We believed the membership figures are most reliable coming from Marathon thus we combed through the company's annual reports for the information and was looking out for possible expenditure figures for rewards that will help us perform the triangulation. While we did find membership numbers on Speedway's rewards system in the 2017 report, the information wasn't there for MakeItCount in 2018 as a whole. We also discovered that the company does not recognize potential rewards as revenue, and hence the real value of expenditure used for rewards was not disclosed.
We finally turned to third-party estimates for membership numbers from industry reports on loyalty/ rewards programs for gas stations or a wider scope. It is assumed that industry analysis and comparison will yield more reliable estimates. However, the 2018 & 2019 industry reports we found failed to mention the MakeItCount program’s market share/ size. With that, we concluded that the information on the current number of MakeItCount members is not publicly available.