A peek at how ExxonMobil's new loyalty program is faring

Exxon Mobil Corp. is close to announcing a new cross-promotion partner for its recently unveiled loyalty program, "return and earn," according to marketers attending a recent brand meeting with the refiner in Texas. Jobbers said company executives declined to name the company that Exxon was negotiating with, and would say only that an announcement would come "soon."

An ExxonMobil spokesperson said the company is "exploring cross-promotional loyalty opportunities on an ongoing basis, but has no announcements at this time."

The "return and earn" offer allows consumers to earn cents-per-gallon discounts at the pump when they shop at a station's convenience store. It rolls back the price of gasoline at the pump, providing "immediate savings," according to Exxon. Third-party loyalty provider Centego runs the program for ExxonMobil.

Some marketers at the jobber meeting said they were surprised at "the low number" of branded stations that have introduced the offer so far, however.

Exxon unveiled "return and earn" in 2011, but just 190 stations have gone live with the program, jobbers said they were told.

"I was shocked, I thought it would be a lot more than that," one marketer told CSP Daily News.

ExxonMobil declined to say how many stations have actually implemented the program, but said the number of jobbers who initially signed up for it represents about 20% of its branded distributors who between them run approximately 3,000 locations.

"We have hundreds more sites planned to go live this year," a company spokesperson said.

ExxonMobil declines to say how many jobbers it has in total--that information is "proprietary"--or discuss other aspects of the program; however, the company was far more forthcoming on how the program is performing in a bulletin sent to jobbers before the end of April to promote the plan...

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