Marathon Petroleum Corporation (MPC) wants to enhance engagement with its customers and, to that end, recently announced plans to launch a new loyalty program.
MPC officially deployed its Cents Off Marathon, an instant cents-off-per-gallon discount program on fuel purchases throughout its Marathon-branded marketing network of about 5,400 Marathon locations and 2,700 Speedway locations. Nearly 80% of Marathon’s independent jobbers and dealers have enrolled in the program, which uses technology developed by Drop Tank. The program will be made available throughout the deployment and installation, which will occur over the next 12 months.
An enhancement to traditional gift cards, Cents Off Marathon uses Drop Tank’s proprietary technology to enable instant price discounts at the pump via pre-paid cards. The Cents Off Marathon cards will be available in a variety of cents-off-per-gallon denominations and will discount a total of 100 gallons over multiple fueling transactions. In addition, Cents Off Marathon promotional cards provide similar cents-off-per-gallon discounts for use on a single fill-up of up to 20 gallons.
The Cents Off Marathon cards can also be co-branded with logos from other organizations and businesses that are able to leverage this program’s cents-off currency as part of their own customer loyalty or rewards programs.
MPC Brand Marketing Director Bill McCleave participated in a compelling interview with Loyalty360 to discuss the exciting new loyalty program.
What factors prompted Marathon Petroleum Corp. to deploy the Cents Off Marathon, and how do you think it will impact customer engagement and customer experience?
Cents Off Marathon was deployed after it received overwhelming support from the Marathon-brand reseller network. Nearly 80% of Marathon’s jobbers and dealers enrolled in the program, reflecting their keen interest and desire to be a redemption site for this new program.
Cents Off Marathon is a step beyond the traditional gift card because it instantly discounts the price at the pump. The Cents Off Marathon cards also present unique opportunities for third-party partnerships, which will help attract customers to Marathon-brand locations. For example, car dealerships could give away Cents Off Marathon cards to anyone who test drives one of their vehicles. Having received one of these cards, that customer has an incentive to visit the nearest Marathon-brand location.
We feel customers will enjoy the unique discounts offered by the Cents Off Marathon program.
How does it work?
Cents Off Marathon enables instant price discounts at the pump via pre-paid cards. These cards are available in a variety of cents-off-per-gallon denominations and will discount a total of 100 gallons over multiple fueling transactions. Additionally, Cents Off Marathon promotional cards provide similar cents-off-per-gallon discounts for use on a single fill-up of up to 20 gallons. Easy-to-use codes are also available as an alternative to the cards.
The process is easy. A customer with a Cents Off Marathon pre-paid card simply swipes the card at the pump and the price will instantly drop by the amount specified on the card. The customer then continues with the fuel transaction as he or she normally would.
Deployment of the program across Marathon’s network of independent jobbers and dealers is currently underway. Cents Off Marathon will be available at individual locations after the installation of necessary equipment, which will take place across Marathon’s network over the next 12 months.
What unique opportunities can this platform create?
From a customer perspective, Cents Off Marathon provides a unique gift idea. Instead of a traditional gift card for a designated amount, this program offers cards that reduce the gasoline price at the pump–and can be used across multiple fueling transactions. Cents Off Marathon provides customers the opportunity to reduce their fuel costs on 100 gallons of gasoline.
From a third-party perspective, Cents Off Marathon provides unique opportunities for partnerships. The cards can be co-branded with logos from other organizations and businesses, meaning this program’s cents-off currency can be used as part of any other customer loyalty or reward program. This is an open platform, and unlike other fuel rewards programs, Cents Off Marathon allows third-parties to participate without any long term commitments or any major changes to their existing loyalty technologies. This is an option available to make their rewards programs even more appealing to their customers.
What does Customer Experience mean to Marathon Petroleum Corp.?
Customer experience is what keeps customers coming back to us. Our network of independent jobbers and dealers carry the Marathon brand because they align with our corporate values in ensuring the 
customer has a positive experience. Cents Off Marathon cards will provide customers the opportunity to reduce their fuel costs and consider Marathon their brand of choice.
What is your definition of customer loyalty and how has that definition changed or evolved in recent years?
We continue to expand the scope of loyalty options for Marathon-brand consumers, which currently include prepaid cards, fleet cards, as well as the co-branded Marathon Visa credit card. Each option offers distinct benefits and incentives. Cents Off Marathon is one more step in our commitment to deliver an outstanding value and experience for our customers.
For Marathon, loyalty has several aspects, but ultimately, it comes back to community. Our loyalty programs are opportunities for us to share the benefits of our quickly growing network with the customers who make us their brand of choice each day. Furthermore, programs like Cents Off Marathon are an opportunity to partner with businesses, both small and large, within the communities in which we 
operate, allowing us to grow together by reaching our combined customers in more meaningful ways.