CITGO’s New Loyalty Program Offers Flexibility

HOUSTON -- CITGO Petroleum Corp. launched a new loyalty program, CITGO Loyalty Bucks, that provides its individual marketers and retailers the flexibility to adapt to their individual needs. By partnering with three technology providers -- Centego, Outsite Networks Loyalty Solutions and FIS Loyalty (VCMG) -- CITGO’s business owners can choose the solution that’s right for them based on each partner’s strengths such as growing inside sales or tying into grocery store promotions.

"We know that loyalty programs can generate an increase of up to 15 percent on inside sales volume and up to 10 percent in gallons at the pump," said Alan Flagg, CITGO’s general manager, Light Oils Marketing. "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."

The company also partnered with Exclusive Connection$, an expert in convenience store marketing programs, to develop a loyalty accelerator program designed to offer CITGO marketers and retailers guidance during their loyalty program's design and implementation processes. Exclusive Connection$ will help them choose a technology partner; create a loyalty program that is unique and in line 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," Flagg added. "By partnering with Exclusive Connection$, we can make the whole experience streamlined and easy. The reason so many loyalty programs fail is [because] 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."

Additionally, CITGO plans to help marketers and retailers pay to implement the CITGO Loyalty Bucks program. Incentives can be earned by choosing 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, according to the announcement. The tiered incentive is a one-time reimbursement, to be paid after the program is launched.

CITGO marketers and retailers seeking more information on the Loyalty Bucks program should contact their sales representatives, the company said.