TEUTOPOLIS, Ill. -- Meyer Oil is partnering with local grocery stores to introduce a fuel-food cross-marketing program in three of its BP and Marathon gas stations. The program is being facilitated by Excentus Corp., a provider of fuel cross-marketing programs, technology and integration services.
The program, branded as "Pump Perks" in all locations in central Illinois, gives consumers fuel discounts at the pump for purchasing certain products at the nearby grocery store.
Teutopolis, Ill.-based Meyer Oil owns and operates the [image-nocss] stations involved in the cross-marketing program: in Vandalia, a BP station partnering with Harmons IGA; in Danville, a Marathon station partnering with Covington Foods; and in Robinson, a Marathon station partnering with Robinson IGA.
The chain has a total of 14 BP- or Marathon-branded stations, which operate under the name Mach1 Food Shops.
Randy Meyer, president of Meyer Oil, said the results of the program so far have been "good to fantastic," because it's attracting new customers from the grocery store to the station for fuel discounts.
The fuel sites rely on Excentus Reward Link, which attaches to their Verifone Ruby SuperSystems to gather the customer's reward information and rolls down the price of fuel by the appropriate amount. The grocery retailers use the Excentus Reward Marketplace to track purchases of promoted items and the subsequent fuel discounts.
These technologies enable the integration and automation of fuel and retail operations, facilitating innovative cross-marketing programs that generate incremental in-store sales and measurable ROI.
The collaboration between the BP station/convenience store and nearby Harmons IGA marks the first time a BP fuel site is using Excentus Reward Link. The list of other brands supported by this technology includes Chevron, CITGO, Clark, Gulf, Marathon, Shell, Sinclair, Sunoco and Valero.
Brandon Logsdon, executive vice president and general manager at Excentus, said, "Fuel partnership cross-marketingallows both entitiesservice station/convenience store and the grocery storeto remain competitive and grow their businesses."
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