The Fuel Rewards® program (www.fuelingloyalty.com) is aligning its executive management team with two key appointments that position the company for continued growth. The promotions will support the program’s expansion into core competencies around data analytics, customer insights and segmentation, business intelligence, mobile marketplace trends and emerging data that confirms the value of merchant participation in a national coalition loyalty program.
“As our program expands across membership, offerings, merchants, and the channels in which consumers can earn rewards, we want to leverage deeper insights to help shape, hone and fine-tune marketing initiatives, communication strategies, member segmentation plans, and merchant reporting and proof of value”
Thomas Wightman is promoted to EVP and Chief Financial Officer, and Greg Phillips takes on a new role as the company’s SVP of Business Intelligence and Customer Relationship Management.
The moves come in the midst of several major initiatives with the Fuel Rewards national coalition loyalty program, including the roll-out of a new mobile app for its five million members, an upcoming payment card offer platform that vastly expands the network of retailers and merchants from which members can earn rewards, and a push to bring even more retailers and brands into the nationwide program.
“These key personnel changes position the Fuel Rewards program for a dynamic future with our merchant partners and growing customer base,” said Brandon Logsdon, President and CEO of Excentus, owner and operator of the Fuel Rewards program. “It was imperative to sharpen our organizational focus to support the company’s rapid growth, the program’s expansion, our growing consumer member base and the strategic opportunities that are emerging around data from millions of loyalty program members and their transactions and activities.”
The Fuel Rewards program uses cents-per-gallon fuel savings as the ultimate consumer reward for everyday purchases made by members every time they shop at more than 10,000 restaurants, more than 1,400 retail locations nationwide, and nearly 700 online merchants who belong to the program. Members can redeem fuel savings at more than 11,000 participating Shell and other select fuel stations around the United States. Last month, it announced that it had helped members reach more than $500 million in fuel savings since the program’s launch in 2012.
“As our program expands across membership, offerings, merchants, and the channels in which consumers can earn rewards, we want to leverage deeper insights to help shape, hone and fine-tune marketing initiatives, communication strategies, member segmentation plans, and merchant reporting and proof of value,” Logsdon said. “Through this evolution and growth as a national coalition loyalty program, we are learning from our members’ activities, and can provide retailers, merchants, marketers and advertisers with insight-rich data they need about the return on investment for our program, run targeted CRM campaigns on their behalf, and provide them access to customers that don’t shop their stores today.”
