National Petroleum News (NPN) has been the independent voice of the petroleum industry since 1909 as the opposition to Rockefeller’s Standard Oil. So, motor fuels marketing and retail is not just a sideline for us, it’s our core competency.
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OPERATIONSRETAIL BY MAURAKELLER Putting social media, apps and coupons to work for your stores LOYALTY LEADERS important for petroleum industry players to pay attention to the latest and greatest options that keep your customers coming back for more. T Pinnacle Loyalty Solutions’ card carriers can now setup their ID on their iPhone ODAY’S LOYALTY PROGRAMS ARE KEY WAYS of getting people to remember your company, its products and its services. As loyalty programs capture the atten- tion of cash-strapped consumers, it’s sitivity to fuel prices. C-stores that feature attractive fuel rewards as part of their loyalty programs will fair better and even stand an opportunity to quick- ly grab market share from c-stores with no loyalty program,”Magadieu says. “Consumers are looking for value and coupon usage is at an all time high. Marketing programs that include coupons will be well received by consumers.” Outsite Networks is making strides with its new All-in-One Rewards TouchPoint system, an in- store rewards touchpoint that delivers loyalty rewards, targeted offers, and targeted communica- tions to consumers. “It tracks both loyalty member and non-member IN TODAY’S ECONOMY According to Amy Wilson, POS marketing manager at Gilbarco Veeder-Root, loyalty is increasingly seen as an important tool to drive additional business into a site, encouraging customers to increment their purchases when they visit. “Interest has grown, from the smaller retailers up through major net- works,” Wilson says. “Social media is becoming a critical element of the loyalty offering, not only to reach customers, but also to provide incentives, such as special promotions and/or electronic coupons or discounts to attract consumers to the site.” Tom Magadieu of Outsite Networks Loyalty Solutions agrees.“Rising oil prices bring hyper-sen- 16 APRIL 2011 transactions and interfaces with the Outsite Networks loyalty system and alerts consumers when a reward or special offer is available,”Magadieu says. “This enables c-stores to apply the same smart mar- keting to non-loyalty members that is used to increase visits, spending, and average margin from loyalty members. That means c-store marketers can deliver up-sell, cross-sell, and other incentives to non-members based on what’s in their basket.” The All-in-One Rewards TouchPoint system can also be installed at third party locations allowing c- store marketers to extend their loyalty program into the community. “It supports community-wide con- tests and loyalty incentives,”Magadieu says. “It also supports cross-marketing. Partner locations can coupon their customers to visit the c-store locations and the c-store can deliver coupons that drive mem- bers to partner locations. It’s smart audience sharing that makes the c-store the hub of the community.” Like its predecessor, Outsite Network’s newest system works with any make or model POS equip- ment—or combination of POS equipment— requiring no POS upgrades, which is especially valuable for chains or networks with multiple POS equipment in the field. It also supports price roll- back when connected via loyalty port to Verifone Sapphire and Gibarco Passport POS equipment. “Outsite Networks is a central part of our planned marketing growth,” says Brian Griffith, president of Golden Pantry. “Outsite Networks NPN Magazine www.npnweb.com