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Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

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Fuel Rewards doubles membership in two years

Up from 10m members in 2017 to over 20m in 2019

The US-based Fuel Rewards loyalty program that connects national and regional brands with millions of consumers who earn cents-per-gallon savings at a variety of issuing partners (such as rideshares, travel, restaurants and Shell) has reached two major milestones: First, the program has grown from 10 million to over 20 million members since 2017, and second, its members have saved a total of more than US$1.7 billion on the cost of fuel.

Consumer membership and engagement in the Fuel Rewards program has grown each year since it was launched by Excentus in 2012. Excentus was acquired by PDI in 2018, and the Fuel Rewards program is now powered and run by PDI Marketing Cloud Solutions. The Fuel Rewards program's popularity among consumers has attracted brands across different categories to become participating merchants. And, with more fuel savings passed on to loyal customers, brands and retailers benefit from a growing member base, ongoing loyalty and increased brand awareness.

"Consumers have shown their preference for cents-per-gallon rewards time and again through changes in their spending behaviors," said Brandon Logsdon, senior vice president, Marketing Cloud Solutions at PDI. "The brands that participate in the program see the power of the currency and the flexibility of the platform to meet their specific marketing goals. Our million Fuel Rewards members are a testament to the success of Instant Gold Status that launched at Shell in June 2017 and the program's ability to drive consumer participation, which translates to incremental revenue for participating brands."

The Fuel Rewards program also leverages its substantial investment in marketing technology - including next-generation customer relationship management, data analytics, mobile app development, geotargeting and dynamic digital customer engagement tools - to help brands meet their marketing objectives by participating in the Fuel Rewards program.

The Power of C-Store Customers
As 89% of consumers have visited a convenience store in the last six months, the c-store customer is the American shopper, making the Fuel Rewards program a natural fit across both national brands and consumers. Even more, the c-store loyalty member is proven to be more valuable than non-members because they spend more and visit more. The PDI 2019 C-Store Shopper Report reveals the value of c-store loyalty members and demonstrates why brands should actively engage this market.

Popular Even When Gas Prices Fluctuate
Membership in the Fuel Rewards program continued to grow at a time when average per-gallon gas prices fluctuated from US$3.99 in early 2012 to the current US average of US$2.72. According to the Road to Rewards survey, consumers say it's important to them to save on fuel costs both when gas prices are rising (73%) and falling (58%), reinforcing the power of Fuel Rewards' cents-per-gallon savings and consumer preference for this loyalty currency.

Sources: Fuel Rewards; PDI / The Marketing Factbook.
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Categorised as:

Customer Experience
Customer Loyalty
Knowing The Customer
Marketing Know-How
Marketing Technology

Have you seen The Customer-Focused Marketing Playbook?

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)