Loyalty One

Loyalty Hits the Road

We help gas retailers win loyalty at the pumps in a fiercely competitive business. And across the automotive sector, we help retailers steer consumers toward their products and services.

Since LoyaltyOne first established the model for coalition loyalty, we've showcased the vital role of a high-frequency gas retailer in expanding consumers' ability to earn more rewards more quickly. And our experience in the automotive sector goes beyond the retail petroleum category: We've also shared our loyalty marketing expertise with major providers of tires, windshields, auto parts and other products and services.

Whether refining one-to-one tactics for market leaders or using our analytical strengths to help identify and attract new customers, we've just begun to explore the possibilities of this dynamic sector.

• Several of the world's top petroleum retailers have engaged LoyaltyOne to develop and expand their customer loyalty initiatives. Shell Canada, for example, has been a Sponsor in the AIR MILES Reward Program since 1992, constantly enhancing its value proposition by rewarding customers for their loyalty – and then using data-driven insights to better understand who those customers are and how to meet their needs even better down the road.
• We understand that in the highly competitive world of gas retailing, you can't differentiate by price alone when your core product is virtually commoditized. Only a sophisticated loyalty strategy can yield the necessary intelligence to determine what promotional offers will resonate at the pumps – or what communications channels people prefer when earning and spending rewards – or how retailers can inspire purchases of beverages, snacks, magazines and other higher-margin items.
• Similarly, retailers of other automotive products and services can use the insights from loyalty program analytics to learn more about customers in the regions around store locations – whether they appear to do a lot of driving, for instance, or have more than one vehicle.
• In contrast to retailers in the fast-paced gas market, parts and service providers measure their results on a longer timeline. Most people buy new tires, for instance, every two or three years, while the volume of after-market repairs naturally rises and falls with rate of new car purchases. LoyaltyOne's automotive experts help these retailers reap the longer-term benefits of loyalty to build crucial differentiation from their competitors – while recognizing that the sector's lower purchase frequencies call for unique offer structures and promotional strategies keyed to different timeframes and seasonal cycles than those of other retail sectors.