Digital Ranking Profile: ExxonMobil (October 2019)

IRVING, Texas — A new rewards program and plans to reintroduce connected-car capabilities have shaken up ExxonMobil’s place in Stuzo’s C-Store Digital Ranking.

“ExxonMobil’s updated Mobile Commerce app design is bright, modern and intuitive. With the ExxonMobil Rewards Plus loyalty program and its mobile and—soon to return—connected-car pay-at-pump capabilities, ExxonMobil maintains its top 10 position and sets an example for delivering a convenient and seamless experience that drives more consumers to ExxonMobil stations,” said Aaron McLean, chief operating officer of Stuzo.

• Click here to see Stuzo’s complete online ranking.

The ranking covers 100 convenience-store chains, measuring each chain’s digital presence, including mobile commerce, connected car, website and social media. Each company is ranked on a points-based system with a score of zero to 5 for each metric. Each metric is calculated using four more specific metrics. While this article examines the details behind the ExxonMobil ranking, it is meant more as a profile than an attempt to compare it to competitors.

Click through for more on ExxonMobil’s spot in Stuzo’s c-store digital ranking and information on the brand’s digital capabilities …

App Performance: 4.51

Mobile Payment: 1.67

Loyalty Program: 3.25

UX/UI: 3

ExxonMobil’s new Exxon Mobil Rewards Plus loyalty app enables consumers to pay at the pump using a credit or debit card, the ExxonMobil Smart Card or alternative payment method digital wallets such as Apple Pay or Masterpass.

The integrated Exxon Mobil Rewards Plus loyalty program enables consumers to earn points on fuel and convenience store purchases and car washes. For every 100 points consumers earn, they may redeem them for $1 in savings on fuel. ExxonMobil launched a refreshed version of its Rewards Plus loyalty app on Sept. 17. McLean said ExxonMobil can further improve by adding more payment methods such as Venmo, ACH or gift card.

UX/UI: 3.67

Loyalty Program Promotion: 4.33

Personalization: 3

App Promotion: 4

ExxonMobil’s website provides ample information about its fuel quality, gas cards, the new Exxon Mobil Rewards Plus mobile app and loyalty program. The recently updated Mobile Commerce app and rewards program are both promoted heavily on the site. Consumers are able to log into their rewards account and track the number of points they’ve accumulated. To increase adoption of their loyalty program by removing friction from the enrollment process, McLean said ExxonMobil could add Facebook and Google login options, thereby making sign-up and login faster and easier.

Brand Responsiveness: 2.5

Frequency of Posts: 5

Creativity of Content: 2.5

Level of Engagement: 4.5

On ExxonMobil's corporate social-media channels, ExxonMobil posts articles and videos several times per week highlighting its work in research, technological innovation and energy efficiency. ExxonMobil has a consumer-facing Facebook page where it shares information about its new mobile app and Exxon Mobil Rewards Plus loyalty program. ExxonMobil could create a consumer-facing Twitter and Instagram channel as well to give consumers an opportunity to engage with its content, address concerns and get informed about new products and Exxon Mobil Rewards Plus updates across all major social-media channels, McLean said.

ExxonMobil did not score in the connected-car metric, although the company has plans to reintroduce connected-car capabilities. 

The connected-car metric measures the chain’s use of a car’s “infotainment” system on the dashboard, which will become more common as the capabilities of car platforms expand further.

Irving, Texas-based ExxonMobil is a publicly traded international oil and gas company. ExxonMobil does not appear on CSP’s Top 202 ranking because it is primarily a wholesale fuel company.