Mapco Believes MobilePay Will Drive New Customer Traffic

Pumping gas picHoward Curtis, Director of Marketing & CRM for Mapco Express, believes that the May launch of MAPCO MobilePay will go a long way toward enhancing customer engagement and customer loyalty.

“Using the MY MAPCO mobile app, customers can pay at the pump through their mobile phones,” Curtis told Loyalty360. “Consumers are geo-located at the pump, and can secure payment through through PayPal. Consumers can experience the convenience of contactless payment from the comfort and security of their vehicle, and receive a receipt in the mobile app. We believe this experience will drive new customer traffic, and excite our current customers.”

Curtis said “it’s still pretty early” but he thinks by the end of the year Mapco will gain a better sense of customer adoption.

“That should give us a good sense of the consumer mindset,” he explained. “I do anticipate slow adoption as this payment method is new to the industry, and retail as a whole. With the announcement of mobile wallets and strong word of mouth, we do feel that the use and transactions will grow over time. I am getting feedback from our consumers on social media, and they’re really loving it. The Millennials, Gen Xers, and Boomers alike. They like the convenience, cool factor, and being the first to tell their friends about the application.”

What’s more, Mapco’s MY Reward$ loyalty program is going extremely well, Curtis said.

“We’ve seen consumers continue to register with MY Reward$,” he said. “I would’ve thought by this point we would’ve seen ramping down of registrations, yet they are actually growing, which is great because we have more people joining the program. We don’t advertise the MY Reward$ program in media, so we rely on our frontline operators to share the program benefits, and get customers excited. I have to give our store operations credit for creating great word-of-mouth awareness around the MY Reward$ program.”

Curtis believes marketers should be mobile stewards.

“We are the future of location based marketing, and responsible for delivery of relevant, meaningful, timely content,” he explained. “If we aren’t considerate with email and app notifications etc., and inundate the consumer with irrelevant messaging, then we are not being personal, and we run the risk of consumers opting out of communication.” 

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