Phillips 66 Marketers Conference Kicks Off in Las Vegas

Attracting Millennials, alternative fuels, fleet management and adopting a winning loyalty program among the key issues address during day one of the three-day conference.

By John Lofstock, Editor

Hundreds of Phillips 66, Conoco and 76-branded marketers descended on Las Vegas this week for the Phillips 66 2013 Marketing Conference & Trade Show.

The theme of the conference is New Energy, New Possibilities, which celebrates the establishment and spirit of the new Phillips 66. ConocoPhillips spun off its downstream assets to form Phillips 66 last April. Today, the Phillips 66 retail network spans some 7,000 stores under the Phillips 66, Conoco and 76 brands and it operates 15 refineries with a crude oil capacity of 2.2 million barrels per day

p66 conferenceAttendees yesterday heard from a host of Phillips 66 leaders about the direction of the company, trends in the industry and plans for mutual growth. Marketers also had the opportunity to learn from subject matter experts on how to optimize their businesses and boost their bottom lines with a variety of breakout sessions that focused on key areas such as alternative fuels, loyalty programs, fleet management, attracting new customers and how to compete effectively with big-box operators.

In addition, the trade show featured a packed exhibit hall with nearly 100 technology, fuel, operations and foodservice suppliers.

As retailers look to drive traffic to the convenience store, Phillips 66 CEO Greg Garland told attendees that a loyalty program can help tilt the playing field in their favor. Loyalty programs are increasingly influencing where consumers purchase fuel, how much they spend and which brands they purchase. To assist Phillips 66, Conoco and 76-branded marketers in their efforts to drive sales and grow customer visits, Phillips 66 has partnered with KickBack Rewards Systems to build brand loyalty across its entire network of stores.

Phillips 66 joined the Kickback Points Coalition Loyalty Program in 2011. This program offer Phillips 66, Conoco and 76-branded retailers a turnkey and cost effective loyalty solution. Participating consumers can earn and redeem points instantly for fuel and merchandise purchases at participating Phillips 66, Conoco and 76-branded sites as well as other participating coalition sites.

KickBack’s innovative solutions are currently deployed in nearly 1,000 Phillips 66,Conoco and 76-branded sites. KickBack’s unique approach to loyalty marketing quickly provided results for these stores which includes marketing, payment technology, forming coalitions, customer relationship management through using transaction data more effectively and even social media integration.

“Getting a better understanding of customers’ habits while purchasing their individual values and preferences will lead to the differentiation increased ticket averages and frequency and overall sales lift,” said Pat Lewis, CEO of KickBack Rewards Systems.

Furthermore, when this loyalty sales data is collected and analyzed, it can yield analytics and metrics to provide a better understanding of customer shopping habits, best-selling products and seasonal favorites creating exciting growth opportunities.

The conference continues today with sessions on The Politics of Fuel, Optimizing Pricing, Effective Brand Imaging and much more.

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