Miller Oil Co. Rolls Out RFID Loyalty Program

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Miller Oil Co. Rolls Out RFID Loyalty Program

NORFOLK, Va. -- Loyal customers at Miller's Neighborhood Markets and Miller Marts will be rewarded through the company's Easy Rewards club, where they can receive random rewards, bonus rewards, club rewards and participate in select sweepstakes.

"The Miller's Easy Rewards card is a great way to be rewarded for shopping at Miller's convenience stores," said company president Jeff Miller. "It is free and quick and easy to use."

Enrolled customers receive a thin tag or key fob to attach to their keys. Using Radio Frequency Identification (RFID), the tag or fob is waved at a designated checkout scanner or gas pump to earn points. Silicon chips stored within the devices hold account data which is picked up by the RFID radio transmission.

Rewards including free gas and merchandise will be given away to program participants. To get rewards, members must scan their tag or fob when purchasing items at Miller Oil's stores to earn points to go towards the free items. When participants use the tag, they can also receive random rewards such as free items, or club rewards, such as a free coffee after the purchase of five cups.

Another feature allows customers to pay after they pump gas. In addition, when customers pay with cash, debit cards, Shell or BP cards at Miller Oil's pumps, they earn double points and are entered in a sweepstakes to win $1,000 worth of free gas.

The program, which started in October, had 23,742 signups in the first month. Customers can check their points online or at the stores.

Separately, the company named Charlotte, N.C.-based Southern Pump and Tank Co. its Vendor of the Year, making it the first time that Miller Oil recognized one of its more than 350 vendors for its exceptional service.

The award was determined by Miller Oil's managers and was based on the vendor's technical ability, the ability to complete a task correctly, employee attitude, dedication to service and its success over the past year.

"We want to recognize the vendors who provide exemplary service, said Miller Oil's vice president of operations, Wanda Sheffield. "Success would be difficult without them."

Southern's CEO Charlie Tew accepted the award from Sheffield.