Speedway Chooses NCR for Software Solutions

DULUTH, Ga. -- Speedway LLC, a subsidiary of Marathon Petroleum Corp., selected NCR Corp.'s Advanced Marketing Solution and Enterprise Preference Manager for use with its "next-generation" Speedy Rewards customer loyalty program.

The NCR software solutions will be used to implement marketing promotions based on customers' purchase behavior and preferences. According to an NCR news release, Speedway will now be able to focus more on one-to-one offers to Speedy Rewards members, while continuing to maintain a "high level of security and confidentiality for customer data."

"This investment will help Speedway enhance the way we interact with our members and offer a more relevant, highly personalized shopping experience," said Christi Frizzell, manger, customer relationship for Speedway. "Our marketing team will be able to more effectively leverage our technology platforms to develop highly effective offers and create the seamless, personalized experience demanded by on-the-go consumers."

The Enterprise Preference Manager is designed to allow retailers to provide an online portal through their website for customers to manage their shopping experiences. The Advanced Marketing Solution enables retailers to offer consumers more personalization and consistency across channels, such as the Internet, mobile devices and social media.

Speedway operates about 1,375 stores, which places it as the fourth-largest U.S. convenience store chain and the largest in the Midwest.