Small-Town Loyalty

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Small-Town Loyalty

CALUMET, Mich. -- North Star BP, a coalition of three dealer-operated Copper County, Mich.-based Amoco Food Shops, has established a loyalty program with the help of local businesses.

The Advantage Club program, launched to coincide with BP's recent rebranding efforts in the region, will reward loyal customers with prizes from a member catalog.

Jon Marson, president of North Star BP, has secured more than 40 types of rewards for the member catalog from local businesses. "We developed the prize catalog with our regular customers in mind, and the response from the community has been fantastic," Marson noted. Points may currently be redeemed for such items as value meals at Burger King, DVD players from Kirkish Furniture, sports equipment from Keweenaw Motor Sports, an oil and filter change from Fast Track Lube Center, 6-inch subs from Subway and branded clothing from Michigan Tech. Additional prizes are available from Deforge Auto, Herman Jewelers, Country Cottage Jewelers, Perkins Family Restaurant, Jim's Pizza in Calumet, Sayen's Auto Sales and North Star BP.

As an extra bonus, members become eligible to win an instant prize every time they use their North Star BP Advantage Cards in the store. Vendors and suppliers have provided more than 4,000 prizes for distribution during the first three months of the program, including Pepsi products, Frito-Lay chips, Coca-Cola products, Nestle candy bars, Burger King menu items, cappuccinos, and car washes from Wilderness Car Wash. Wilderness Car Wash is also supplying catalog items.

"The Advantage Club has been designed to say 'thank you' to our regular customers," Marson explained. "We wanted to give them something different and exciting, which is why we chose the Visible Results Platform. Displaying the point totals and results of the instant-win games on the card after every transaction adds a lot of excitement to the Club for our members. It also allows us to advertise new products, new rewards and new program partners very easily as the points are updated, which gives extra exposure to the partners that are supporting the Advantage Club."

The program is based on the GraphiCard loyalty technology and Customer Relationship Management (CRM) system from Visible Results USA, an Overland Park, Kan.-based subsidiary of the Visible Results Group of Companies of Auckland, New Zealand. Program members' cards are inserted into a smart point-of-sale terminal during each sales transaction. Thermo-chromic processes enable the front of the card to display points garnered through the most recent purchase, along with other data, customized for each client, which can include targeted offers, details of special promotions and sales, advertising messages, particulars of instant win games, and more.