Dive Brief:
- Citgo is updating its Club Citgo loyalty platform with several new features, starting with a pilot program in select states, according to a Monday press release.
- The updates include a new premiere status for loyalty members who meet a minimum number of transactions or gallons purchased, bonus rewards for super premium fuel purchases, or a combination of the two.
- This is the latest of many new or updated c-store rewards programs aimed at saving customers money while encouraging them to repeatedly return.
Dive Insight:
The additional features that Citgo is testing build upon the company’s current rewards, which include 3 cents off on all fuel purchases, 5 cents off on Fridays and 9 cents off on Tuesdays, in addition to welcome rewards and location-specific rewards on in-store purchases.
According to Citgo’s website, the premiere status tier doubles everyday fuel savings after 12 fill-ups of 8 gallons or more. Meanwhile, the super premium bonus rewards save 7 cents per gallon on the next fill-up after a fill-up of 5 gallons or more of super premium gasoline.
The pilot program will be available throughout the third quarter in Illinois, Indiana, New York, North Carolina, Wisconsin and Virginia, according to the announcement.
The oil refining and gasoline sales company is running this pilot “to test different types of rewards to better serve customers and understand which are most well-received,” according to the press release.
“After a successful launch of lifecycle marketing campaigns earlier this year, we are refining and optimizing our innovative loyalty solution to further empower customers while supporting our locally-owned stations," said Joey Low, manager of loyalty and marketing programs for Citgo.
Over the past year, c-store retailers like Maverik, EG America and TravelCenters of America have partnered with various tech companies for fuel and fleet deals. Earlier this week, Circle K announced that it would begin accepting QuikQ cards.
In addition to liquid fuels, Citgo has also begun helping some of the sites it works with to plan and execute on the addition of electric vehicle charging stations.
Houston-based Citgo owns and operates three refineries and supplies fuel to a network of approximately 4,000 locally owned and independently operated branded retail outlets east of the Rocky Mountains.