The Client is one of the UK’s largest fuel retailers with over 1,000 stations nation-wide. The client had operated a loyalty programme in the UK for some years where points were collected for every litre of fuel and could be redeemed for a fuel or in-store voucher or donated to charity. On average only 24% of customers received a reward in a given year.
With customers consuming fewer litres, the number of points members were collecting was in decline. Members were beginning to perceive the loyalty programme as insufficiently rewarding to justify the effort of engaging.