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SAN ANTONIO—Valero Marketing & Supply Co. has partnered with Outsite Networks Inc. to launch the Valero Rewards Club loyalty program in its wholesale marketing channel of 4,000 retail sites. This is the first scalable, customizable loyalty program offered by a major oil company that is deployable across a diverse set of dealer and distributor stores and geographic regions, according to the companies. The Valero Rewards Club offers both fuel rewards and store rewards. Individual locations can also customize their program with additional incentives that drive consumers to their private-label products and other high-margin store items. Additionally, this program is the only one of its kind to feature Catalina Marketing manufacturer coupons. These coupons are fully sponsored by CPG manufacturers and provide Valero Rewards Club members with additional savings on many popular convenience store items. “Rich savings of the Catalina Marketing coupons is just icing on the cake of what is a high performance loyalty program. It has all the right components to generate lift for Valero retail partners and draw consumers to the Valero brand,” said Bo Sasnett, Outsite Networks vice president of sales. “Valero has made the right choice, offering a program designed to increase both fuel and in store sales. It’s a great value for Valero dealers, distributors and loyalty members alike. We’re excited to partner with them and bring this program to their network.”
Outsite Networks technology makes it possible for Valero to provide a consistent loyalty program to their retail partners. It works with every make and model POS equipment and requires no POS upgrades or special programming. Participating retailers can be up and running within weeks. “Our system makes it easy for Valero to provide a quality, profitable loyalty solution to their dealers and distributors. Our partnership with Catalina Marketing means an even richer, rewarding experience for their members, fully sponsored by the manufacturers,” Sasnett added. Norfolk, Va.-based Outsite Networks introduced loyalty marketing to the c-store industry and remains the leading c-store loyalty provider, with millions of members. The In-Touch loyalty system provides the Outsite Networks loyalty solution to thousands of participating sites from hundreds of convenience retail chains. San Antonio-based Valero owns or operates 15 refineries with a combined throughput capacity of approximately 2.8 million barrels per day. It is also a leading ethanol producer with 10 ethanol plants in the Midwest with a combined capacity of 1.1 billion gallons per year, and is one of the nation’s largest retail operators with approximately 5,800 retail and branded wholesale outlets in the United States, Canada and the Caribbean under the Valero, Diamond Shamrock, Shamrock, Ultramar and Beacon brands.
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