CITGO Unveils Loyalty Bucks Program

Working with Exclusive Connection$ to allow marketer customization

HOUSTON -- CITGO Petroleum Corp. has developed its new CITGO Loyalty Bucks program that gives individual marketers and retailers the flexibility to adapt it to their specific needs. The company said that with its network of approximately 6,000 locally owned locations, a "one-size-fits-all" approach is not always the most effective approach for its brand programs.

(See Related Content below for previous CSP Daily News coverage of the loyalty program.)

"We know that loyalty programs can generate an increase of up to 15% on inside sales volume and up to 10% in gallons at the pump," said Alan Flagg, general manager light oils marketing for CITGO," and we wanted to offer those kinds of advantages to our marketers and retailers; however, we also know that one template wouldn't work across the diverse CITGO network, so we built a platform with lots of options from which each business owner can choose what will work best for his or her market."

CITGO has partnered with three technology providers--Centego, Outsite Networks Loyalty Solutions and FIS Loyalty (VCMG)--to ensure that its marketers and retailers can select the best solution for their specific business goals. Each partner has certain strengths, such as growing inside sales or tying into grocery store promotions, and the flexible design of the CITGO Loyalty Bucks program provides them access to the provider that best matches their needs at a discounted rate.

To assist marketers in implementing the Loyalty Bucks program, CITGO has also teamed up with Exclusive Connection$, a provider of convenience store marketing programs. The Loyalty Accelerator Program provides guidance through every step of the loyalty program design and implementation. Exclusive Connection$ will work with CITGO marketers and retailers to help them choose the right technology partner, create a loyalty program that is unique to them and aligns with their business processes and goals, manage project implementation plans and provide ongoing marketing support.

"We know that our marketers and retailers will see measurable value from the CITGO Loyalty Bucks program," said Flagg. "By partnering with Exclusive Connection$, we can make the whole experience streamlined and easy. The reason so many loyalty programs fail is that they are built from a static template. Our program offers options at every step of the way and support to help marketers and retailers make the best choices for them," he concluded.

CITGO will also help marketers and retailers pay for implementing the CITGO Loyalty Bucks program. CITGO is offering incentives that they can earn by selecting one of the CITGO Loyalty Bucks preferred technology partners, using the Loyalty Accelerator Program through Exclusive Connection$ or committing to a charity donation per redemption transaction. The tiered incentive is a one-time reimbursement paid after the program launches at CITGO locations.

CITGO, based in Houston, is a refiner, transporter and marketer of transportation fuels, lubricants, petrochemicals and other industrial products. The company is owned by PDV America, Inc., an indirect wholly owned subsidiary of Petroleos de Venezuela SA, the national oil company of the Bolivarian Republic of Venezuela.