Loop Neighborhood Market - 24/7 Day Participant

For Loop Neighborhood Market, 24/7 Day has grown into a fully integrated, community-driven platform – one that amplifies local impact while strengthening brand storytelling.

A natural fit within an existing giveback strategy

From its earliest days in operation, Loop prioritized community impact through its Loop Gives Back program, supporting a range of local nonprofit partners. But during the Napa fires of 2017 and 2020, one Loop store served as a central command location for first responders, reinforcing the brand’s proximity to emergency services and deepening its connection to community resilience. So when the NACS Foundation approached Loop about 24/7 Day, it didn’t require a new playbook; it aligned naturally with Loop’s existing ecosystem.

In the early years, Loop executed the core program elements and supported the cause locally. As the company’s community strategy matured, their 24/7 Day participation evolved alongside.

From participation to amplification

Over time, though, Loop shifted from simply participating in 24/7 Day to using it as a broader communications and engagement platform, building year over year into a more proactive program. Key drivers included:

  • Aligning 24/7 Day with broader giving: Loop leaders recognized July 24 could be more than a one-day moment. By connecting 24/7 Day to the larger Loop Gives Back umbrella, the initiative became easier to champion internally and stronger as a storytelling vehicle externally.
  • Leveraging owned channels, especially its app: Loop leaned into its mobile app, where customers already engaged for gas discounts, car washes, and rewards. That made charitable messaging feel organic rather than “extra.”
  • Activating local media relationships: Loop regularly shared its giveback efforts with media, and 24/7 Day created an additional summer touch point in a normally quiet time.
  • Elevating the executive voice: In 2025, a major milestone was putting forward company spokes people for 24/7 Day interviews. Because Loop executives were already experienced discussing corporate giving and community priorities, they were well positioned to speak credibly and confidently about the initiative externally.

Expanding from a day to a platform

Loop is now exploring how 24/7 Day can be embedded more deeply into its annual calendar—potentially as a core pillar. As the program has grown, early planning has become essential, including blocking time well in advance for strategy, preparation, and execution, as well as ensuring executive availability in July for interviews and in-store visits.

ADVICE TO OTHER RETAILERS:

For retailers early in their 24/7 Day journey, Loop’s shares the following guidance:

  • Don’t reinvent the wheel: Use the turnkey toolkit and execute the fundamentals well.
  • Connect it to what you’re already doing: Anchor 24/7 Day to existing community, HR, or ESG efforts.
  • Assess spokesperson readiness: If you have a media-trained leader already speaking publicly, consider interviews.
  • Plan earlier than you think: July arrives fast—align timelines across app, loyalty, and communications.
  • Think long-term: Start simple, build comfort, and expand opportunities over time.

For questions contact Matt Kovacs - [email protected]