SAN RAMON, Calif. -- Chevron is getting ready to launch its annual campaign to snare new customers for its Chevron and Texaco-branded credit cards. The bait for consumers is the promise of an up to 40 cents-per-gallon kickback if they apply--and are approved--for a new card between April 1 and June 30 this year.
In bulletins to its branded marketers obtained by CSP Daily News, Chevron said it is also adding a sweetener to its existing cash rewards for retailers who bag new card customers. Stations can earn $3 for every completed card application they submit, which is a $1 increase over the company's standard reward of $2 per application.
The card rebates are good on fuel purchases made within the first 60 days on new branded Visa accounts and Chevron- or Texaco-branded personal cards.
Under Chevron's current card marketing program, applicants for a Visa card get a 10-cents-per-gallon credit if they spend $300 a month on nonfuel items, expanding to 20 cents per gallon if they spend $1,000 a month. Chevron is offering an additional 20 cents per gallon, which would bring their total potential credit to 40 cents per gallon during the promotion.
Customers who apply for a personal card will see a maximum 20 cents per gallon--an additional 10 cents per gallon on top of the company's existing 10-cents-per-gallon offer.
According to Chevron, growing their credit-card customer base can help marketers increase loyalty and sales. Chevron said its experience is that branded credit-card holders "purchase more often and have than average sales per transaction" when compared to third party and debit card sales. Additionally, branded personal credit cards carry no fees, the bulletins said.
The San Ramon, Calif.-based major oil company is urging marketers to train their cashiers to ask customers if they would like to pay by credit card, and to hand out applications if the customer says he or she does not have a Chevron card.
Chevron offers a free credit-card marketing computer-based training program and sponsors solicitation events at stations, usually in the form of sending someone out to the site to promote the benefits of the card to customers and sign up applicants on the spot.