Chevron Doubles $4 Reward

Sweetens card promotion incentive for its marketers

Carole Donoghue, Petroleum Editor

SAN RAMON, Calif. -- Chevron is offering to double to $4 the reward it pays marketers for every new credit card application they submit from customers in the month of June. The new offer is timed to coincide with a 20-cents-per-gallon spring bonus promotion that the refiner launched for consumers who apply for a Chevron or Texaco-branded personal cards, the company has told marketers.

Chevron is suggesting that marketers promote the fee-free cards by asking customers if they would like to put their purchase on their Chevron or Texaco card and then handing them an application if they say they don't have one. Retailers should also consider spending one hour a week at the pump island inviting consumers to apply for a card, the company said.

Marketers are generally pleased at the Chevron gesture, but one has a suggestion of his own. "They should spend less on card promo and more on reducing fees," said the long-time Chevron jobber. "I'm glad they are paying something, but these types of rewards never get enough retailer participation."

Meanwhile, the refiner continues to beat the drum on rebates for fleet accounts that apply for the Chevron or Texaco-branded Business Card. New commercial accounts can earn rebates of fuel purchases and receive potential savings of up to four cents per gallon.

From now until December 31, new accounts can earn a tiered rebate on volumes, starting at monthly purchases of 301 gallons or more. Under the Chevron offer, the fleet earns 1ct/gal off on purchases of up to 2,000 gallons, two cents per gallon if they buy up to 3,000 gallons a month, three cents on 4,000 gallons and four cents on everything over 4,001 gallons.

San Ramon, Calif.-based Chevron, one of the world's leading integrated energy companies, explores for, produces and transports crude oil and natural gas; refines, markets and distributes transportation fuels and lubricants; manufactures and sells petrochemical products; generates power and produces geothermal energy; provides energy efficiency solutions; and develops biofuels. It has more than 8,000 retail locations in the United States, on the West Coast and in the South. In addition, the company supplies more than 2,500 stations in southern and eastern states with Texaco-branded fuel.