Meyer Oil Deploys Fuel-Food Cross-Marketing Program In BP and Marathon Station/Convenience Stores
The jobber and partnering grocery stores nearby rely on the Reward Marketplace(R) and Reward LinkTM from Excentus Corp. to give consumers relief from the high cost of gasoline
IRVING, Texas, Nov. 6, 2007 - Excentus Corp., the leader in fuel cross-marketing programs, technology and integration services, announced that Meyer Oil is partnering with local grocery stores to introduce a fuel-food cross-marketing program in three of its BP and Marathon gas stations.
The program, branded as "Pump Perks" in all locations in central Illinois, gives consumers fuel discounts at the gas pump for purchasing certain products at the nearby grocery store.
Meyer, based in Teutopolis, Ill., owns and operates the three gas stations involved in the cross-marketing program: in Vandalia, a BP station partnering with Harmons IGA; in Danville, a Marathon station partnering with Covington Foods; and in Robinson, a Marathon station partnering with Robinson IGA.
Randy Meyer, president of Meyer Oil, said the results of the program so far have been "good to fantastic" because it's attracting new customers from the grocery store to the gas station for fuel discounts.
"We expect that to continue and be worth the investment," he said. "Let me explain how Suzy Homemaker perceives cheaper gas prices. She's ecstatic. The price of gasoline is such an emotional issue with people. Anything they can do to lower that gas price, they want to do."
The fuel sites rely on Excentus Reward Link, which attaches to their Verifone Ruby SuperSystems to gather the customer's reward information and rolls down the price of fuel by the appropriate amount. The grocery retailers use the Excentus Reward Marketplace to track purchases of promoted items and the subsequent fuel discounts.
These powerful application technologies enable the integration and automation of fuel and retail operations, facilitating innovative cross-marketing programs that generate incremental in-store sales and measurable ROI.
The collaboration between the BP station/convenience store and nearby Harmons IGA marks the first time a BP fuel site is using Excentus Reward Link. The alliance opens up the opportunity for all BP outlets to participate in fuel cross-marketing programs. The list of other brands supported by this technology includes Chevron, Citgo, Clark, Gulf, Marathon, Shell, Sinclair, Sunoco and Valero.
Brandon Logsdon, Executive Vice President and General Manager at Excentus, said,
"Fuel partnership cross marketing is a powerful solution that allows both entities - gas station/convenience store and the grocery store - to remain competitive and grow their businesses today - not tomorrow."
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About Excentus:
Excentus Corporation is the leader in delivering innovative fuel site marketing programs, technology and integration services. Headquartered in Irving, Texas, Excentus Corp. was founded in 1996 as CCISTech. It is a privately held company with over 75 customers in the U.S. and Canada. For more information, email marketing@excentus.com, or visit www.excentus.com.
Media Contacts:
Cara Hawryluk
Excentus Corp.
(972) 793-6797
chawryluk@excentus.com
Linda Winick
Primary Communications, LLC
216-534-9933
linda@primarypr.com
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