MISSISSAUGA, Ont. -- DCR Strategies Inc. has launched the TruCa$h loyalty program for the convenience store arena.
The TruCa$h program has taken the widely used and successful coalition loyalty model, which allows mobile consumers to earn points with c-store retail partners, and added an easy-to-redeem feature where cardholders can convert their points to cash online. Then using their same loyalty card, they can withdraw the cash at any ATM or POS terminal in North America and worldwide.
Our principal goal was to resolve the two [image-nocss] things that consumers dislike the most about current loyalty programs in the sector, specifically, the cumbersome redemption process and the limited number of redemption options available to cardholders, said Diana Fletcher, president of DCR Strategies Inc.
Mobile consumers no longer need to flip through a catalogue of unwanted items or call [an] 800 number. TruCa$h allows consumers to redeem how they want, when they want, said George Benson, the newly appointed vice president of c-store sales and marketing at TruCa$h.
Due to its stored-value component, the multi-application TruCa$h program can also be used as an allowance card for teens, domestic and international money transfer card, payroll solutions card and reloadable gift card. Just being a loyalty card is no longer an option in today's c-store/petroleum marketplace, said Fletcher. Consumers and businesses alike want additional features on a card if it is to occupy valuable wallet space and marketing dollars.
TruCa$h brands the cards using the colors and logos of its c-store/petroleum partners. This extends to all marketing materials to help c-store groups build on their own brand equity. Partners want the lift and acquisition associated with a coalition program, and the brand building associated with customized loyalty programsTruCa$h offers both, said Benson.
Right now our focus is on acquiring new c-store/petroleum partners, although we are in the process of finalizing contracts with a number of complementing organizations totaling over two million members said Fletcher.
DCR Strategies Inc., authorized user and licensee of TruCa$h, is a privately owned North American relationship marketing company which provides loyalty, stored-value, payroll and gift card solutions for B2B and B2C applications.
Benson is a c-store/petroleum industry marketing veteran who has developed more than 400 campaigns with 29 oil companies and their suppliers in 35 countries. He was a management team-member with BP Oil and Ultramar Petroleum.
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