CITGO Introduces Loyalty Bucks Program

Partnering with Exclusive Connection$, CITGO looks to make the loyalty experience streamlined and easy.

CITGO Petroleum Corp. knows that when it comes to its network of approximately 6,000 locally owned locations, a “one-size-fits-all” is not always the most effective approach for its brand programs. That is why the company developed its new CITGO Loyalty Bucks program with the flexibility to adapt to individual marketers’ and retailers’ businesses.

“We know that loyalty programs can generate an increase of up to 15% on inside sales volume and up to 10% in gallons at the pump,” said Alan Flagg, general manager light oils marketing for CITGO,” and we wanted to offer those kinds of advantages to our marketers and retailers. However, we also know that one template wouldn’t work across the diverse CITGO network, so we built a platform with lots of options from which each business owner can choose what will work best for his or her market.”

CITGO has partnered with three technology providers — Centego, Outsite Networks Loyalty Solutions and FIS Loyalty (VCMG) — to ensure that its marketers and retailers can select the best solution for their specific business goals. Each partner has certain strengths, such as growing inside sales or tying into grocery store promotions, and the flexible design of the CITGO Loyalty Bucks program provides Marketers and Retailers access to the provider that best matches their needs at a discounted rate.

To assist marketers in implementing the Loyalty Bucks program, CITGO has also teamed up with Exclusive Connection$, an expert in convenience store marketing programs. The Loyalty Accelerator Program that CITGO has developed with Exclusive Connection$ was built to provide marketers and retailers guidance through every step of the loyalty program design and implementation.

Exclusive Connection$ will work with CITGO marketers and retailers to help them choose the right technology partner, create a loyalty program that is unique to them and aligns with their business processes and goals, manage project implementation plans and provide ongoing marketing support.

“We know that our marketers and retailers will see measurable value from the CITGO Loyalty Bucks program,” continued Flagg. “By partnering with Exclusive Connection$, we can make the whole experience streamlined and easy. The reason so many loyalty programs fail is that they are built from a static template. Our program offers options at every step of the way and support to help marketers and retailers make the best choices for them,” he concluded.

CITGO will also help marketers and retailers pay for implementing the CITGO Loyalty Bucks program. CITGO is offering incentives, which can be earned by selecting one of the CITGO Loyalty Bucks preferred technology partners, using the Loyalty Accelerator Program through Exclusive Connection$ and/or committing to a charity donation per redemption transaction. The tiered incentive is a one-time reimbursement paid after the program launches at CITGO locations.

 

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