A major player in Europe’s highly competitive fuel marketplace faced a dilemma. How might their retail model, one that supported low-price unmanned fuel stations as well as full-service stations with convenience stores, perform better? Their loyalty programme was underperforming benchmarks and they were not using data or analytics to drive their CRM programme.
With expertise in the design and management of industry-specific membership programmes, the Tecsa team scrutinised the programme and commenced planning its evolution. The project scope covered everything from programme structure and competitor analysis, to team structure and technical infrastructure, analytics & CRM capabilities. Tecsa benchmarked every aspect of the programme against its best practice models.
The comprehensive review resulted in a detailed and bold strategic plan. At the top of the list was the decision to upgrade one of the business’ retail formats while winding down the other. Based on our recommendations, the client entered into a multi-partner reward programme in one of its key markets to access a bigger prospective customer pool. The client engaged with the programme operator in that market and Tecsa designed their negotiation strategy to maximise value from the partnership which was successfully delivered.
An eight per cent uplift in fuel volumes per year. A more valuable commercial partnership. A sharper, and more focused, customer programme.