forecourttech February 20

forecourttech
got to be omni-channel. These generations want offers,
they want rewards, they want to be spoken to on a one-toone
basis with strong personalization, but they also want a
little bit more. They want to understand the ethical nature of
what is being delivered to them in the products, and they
want offers that align with their core beliefs. That’s a challenge
for retailers, but I think it’s also a huge opportunity,”
explained Brandon.
When it comes to crafting an offer, everyday savings are
the biggest hit with customers, with survey participants
highlighting fuel savings as the most desirable.
“To recruit customers, you have to know what the customer
wants. If you know what the customer wants and needs
from you, then you can craft an offer and a reward that
will be appealing to them. If you’re just putting a reward
in market for the sake of having a reward program or because
your competitor has one, you may not always have
success getting customers interested in it,” said Brandon.
As well as getting the right offer, customers want this delivered
in the right place at the right time:
“We know that if you don’t have real-time redemption
involved, consumer adoption, consumer interest, activity
data—all the key metrics of a loyalty program—start to fall
off,” said Brandon.
Couple this with the fact that over 70 percent of transactions
in the US occur at the dispenser, then having the
right technology in place to create an innovative fueling
experience for the customer is essential. The use of instant
savings at the dispenser is hugely appealing to customers,
and for retailers, it can be a useful tool in combating one
of their biggest business challenges. Retailers in the report
expressed concern over the rise of the digital consumer
and its impact on store footfall, but Brandon believes this
actually presents a great opportunity:
“What drives a lot of our program success is getting customers
to come in the store and buy convenience items
that then earn them a discount on gasoline. They can then
go to the pump and redeem that discount. In that type of
model, even though the gasoline is ultimately what you are
discounting, what you are actually driving is in-store sales.”
In addition to providing marketing solutions and offering
decades of industry expertise to help businesses craft
meaningful loyalty programs, PDI also manages its own
“We know that if you don’t
have real-time redemption
involved, consumer
adoption, consumer interest,
activity data—all the key
metrics of a loyalty
program—start to fall off.
rewards program, the Fuel Rewards® program. The program’s
20 million members earn rewards when they shop,
dine, book travel, and make other day-to-day purchases,
which can combine to drive down the price of fuel at the
pump. Brands partnered with the Fuel Rewards program
in the scheme include T-Mobile, Lyft, Dunkin’ and The
Home Depot. The points earned between fill-ups can be
redeemed at over 13,0500 Shell locations for instant fuel
price rollback.
These joined- up or coalition models are increasingly
popular with consumers globally, but Brandon believes
that there is still an opportunity for retailers to go it alone:
“I think there’s room in almost every major country or
market for both models. Relevance always wins, whether
you’re doing a singular private label program or you’re in a
joined- up program, consumers demand personalisation.
Consumers have all been exposed to programs and opportunities
where data has been used effectively, and what we
have found, time and time again, is that consumers love
that. They love it when they are served the right offer, at
the right time in the right place. So, the question is how do
you deliver that? Wherever you are, how do you deliver a
program, irrespective of construct that leads to right offer,
right time, right place?”
For more information on PDI, visit www.pdisoftware.com.
pageeleven
Brandon Logsdon is the President and GM,
Marketing Cloud Solutions.
Brandon joined PDI in 2018. He oversees the Loyalty
solution, in addition to the MarketLink and Data
monetisation services. Prior to PDI, Brandon served
as Excentus’ President and CEO, and was the driving
force behind the launch of the most successful national
coalition marketing program in the U.S., the Fuel
Rewards® program, as well as robust loyalty solutions
for the convenience retail and grocery industries.
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