Cumberland Farms

The Challenge

Cumberland Farms operates hundreds of convenience store and fuel locations across the Northeast and Florida. With increasing reliance on digital to promote their SmartPay Rewards program and mobile app, their website needed to:

• Handle significant traffic surges during national campaigns and fuel promotions
• Deliver store-specific experiences based on user location
• Promote app downloads and loyalty rewards without overwhelming the user
• Provide editorial flexibility for seasonal promotions, product rollouts, and store updates

Their existing site lacked performance, flexibility, and modern mobile optimization—putting their digital growth goals at risk.

The Approach

UX Strategy & Technical Foundation

Scandia worked with Cumberland Farms’ internal marketing and IT teams to reimagine the customer journey from homepage to reward redemption. We developed a mobile-first content strategy, fast-loading page templates, and geolocation-driven components for location-based personalization.

Key Implementations

• Custom-built store locator with zip search, map view, and filtering
• Optimized mobile app call-to-action flows throughout the site
• Structured CMS design for quick campaign launches
• Performance tuning for fast load times on mobile networks
• Responsive, ADA-compliant layouts to ensure accessibility across user types

The Solution

The new cumberlandfarms.com is a scalable, user-friendly platform purpose-built for a high-volume, location-driven business model—and built with both customers and employees in mind.

Key features include:

• Custom store locator experience with real-time filtering, map view, and intuitive zip-based search across 500+ retail locations
• App-focused UX design that directs users to SmartPay Rewards, mobile apps, and digital coupon content
• Mobile-first layouts with quick load times, intuitive navigation, and ADA-compliant design patterns
• Modular CMS templates that allow the marketing team to launch seasonal promotions and campaign content at speed
• Performance-tuned hosting environment to ensure uptime during national campaigns and heavy traffic surges

In addition to the public site, Scandia collaborated with Cumberland Farms’ internal stakeholders to design and plan a next-generation Intranet platform. Built for a distributed, multi-location workforce, the Intranet is intended to:

• Improve internal store-to-store and regional communication
• Centralize access to HR documents, training, announcements, and operations updates
• Encourage employee recognition, engagement, and cross-store collaboration
• Promote a strong and consistent company culture across hundreds of physical locations

This parallel effort ensures that both external and internal audiences—customers and employees—benefit from the same thoughtful digital strategy. While the public-facing site supports brand growth and loyalty, the Intranet will help empower the people behind the counter.

What's Next

Scandia remains a strategic partner in maintaining and enhancing the Cumberland Farms platform. Upcoming areas of collaboration include:

• Loyalty program integration for deeper personalization
• Store-level content customization (e.g., fuel availability, hours, offers)
• Continued mobile experience optimization
• Real-time analytics dashboards for campaign measurement

Together, we’re helping Cumberland Farms scale digital experiences as quickly as they scale physical ones—ensuring their brand remains fast, friendly, and frictionless in every channel.