Marathon Petroleum Co. launched a new coalition-like rewards program this week in which members can earn points with Southwest Airlines, La Quinta Inns and Suites, the Arbor Day Foundation’s Sustain tree-planting program or its own MyCentsOff fuel savings program.
Members earn points by purchasing fuel or non-fuel items at Marathon gas stations, and then redeem them by picking one of the partner programs. Members can change their partner choice at any time. The program, known as MakeItCount, also supports achievement-based rewards, based on member purchase activity.
“This rewards program and our partnerships create a unique loyalty offering that our customers have been anticipating and brings added value to the Marathon brand,” said William McCleave, Marathon Brand director. “We believe MakeItCount offers consumers an ideal mix of choices, and as a result of the program structure, is differentiated from other major oil brand programs.”
Marathon is the nation's second-largest refiner, with a crude oil refining capacity of approximately 1.9 million barrels per calendar day in its six-refinery system. Marathon brand gasoline is sold through approximately 5,600 independently owned retail outlets across 20 states and the District of Columbia.
In addition, its subsidiary, Speedway, owns and operates the nation's second-largest convenience store chain, with approximately 2,740 convenience stores in 21 states.
The program was created in partnership with Points and Drop Tank.
Points provides loyalty eCommerce and technology solutions to the world's top brands. The Points service enables development partners to leverage multiple loyalty programs as a powerful tool to drive increased engagement and revenue from their existing user base, in addition to new member acquisition.
Drop Tank specializes in gas station loyalty technology and loyalty solutions, with thousands of retail implementations across the United States. Drop Tank partners with fuel and c-store brands to deploy consistent loyalty functionality across stations which may have inconsistent retail technology.
“The partnership between Points and Drop Tank gives the world’s leading loyalty programs the ability to engage with their members at thousands of gas stations,” said David VanWiggeren, CEO, Drop Tank. “There has never been an easier way for existing loyalty programs to extend their user experience into the fuel category.”