Clark Brands Joins Fleet Rebate Program

Plans for decoupled debit/reward card

Steve Holtz, Editor in Chief, CSP Daily News

NAPERVILLE, Ill. -- Clark Brands LLC has joined the Comdata Fuel Consortium, providing a two-cents-per-gallon rebate to Comdata fleet-cardholders for purchases made at Clark-branded stores, and Clark is paying the fuel rebate.

Clark-branded locations are "live" with the program this month, and fleet drivers will learn of Clark's participation over the next 90 days, just in time for the summer driving season, according to a Clark newsletter obtained by CSP Daily News.

"All you need to do is make sure your customer service levels are kept high because fleet drivers often make trips into the c-store and can become regular customers," Clark assured its dealers. "Comdata and Clark will handle the rest."

Comdata is one of the largest providers of fleet cards in the country with more than 30,000 customers. The rebate is included on the cardholder's statement from Comdata.

Benefits to Clark-branded dealers include:

  • No signup and no special hardware. All Clark-branded stores are automatically enrolled.
  • No additional cost. Clark is paying the fuel rebate.
  • Free marketing materials. Clark will mail a kit with dispenser, point-of-sale and door decals.

And Comdata will:

  • Direct fleet customers to Clark locations through a mobile app and calls to fleet managers.
  • Position Clark as a new participating brand to fleets through an in-person sales call.
  • Contact smaller fleet managers and owners through the local marketing efforts of more than 120 representatives.
  • Provide support for fleet customers via a toll-free helpdesk (800-833-8640) to answer questions about participating stores and enrollment.

Fleet cards are becoming an important part of a marketer's tool kit. Refiners and other suppliers are increasingly targeting the fleet market as their proprietary oil cards lose market share to Visa and MasterCard.

Meanwhile, Clark also announced that it is developing "a decoupled [debit] card with an enhanced consumer reward program." A decoupled debit card does not require a consumer to open an account with a retail financial institution, allowing for a wider consumer audience. Expected to be accepted at the pump or inside a store, the Clark debit rewards card will help dealers save on card swipe fees.

It's not known when the debit card program will debut.

Brentwood, Tenn.-based Comdata is a leading business-to-business provider of electronic payment solutions. As an issuer and a processor, the company provides fleet, corporate payment, virtual card and prepaid solutions to more than 25,000 customers, enabling more than $31 billion in transactions annually. It is a wholly owned subsidiary of Ceridian Corp.

Naperville, Ill.-based Clark Brands licenses the Clark family of Brands, including the Clark gasoline brand, Four Corners Coffee and the On the Go convenience store brand to independent petroleum marketers and retailers throughout the United States. Its licensees manage their own petroleum supply, purchasing at their lowest available cost every day. Clark Brands offers a complete payments processing program, comprehensive image and sign packages and marketing programs. The company operates in 30 states with a reach that has expanded from the Canadian border to the Gulf of Mexico and from Maryland to Texas. Clark provides branding and payments processing services to nearly 1,000 locations and is expanding into new markets each year.

Steve Holtz, CSP/Winsight By Steve Holtz, Editor in Chief, CSP Daily News
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