Cannes Lions

PETROL LOYALTY CARD

DIREM MARKETING SERVICES, Mumbai / BHARAT PETROLEUM CORPORATION / 2003

Overview

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Credits

Overview

Description

DIREM chose to transform commodity purchase to a brand relationship, resulting in PetroBonus - a smart-card-based-payment-card loyalty programme, winning the Smartcard product of the year.How the programme works is that customers periodically load the Petro Card with money and spend it on purchase of fuel, lubricants, and convenience store items, earning Petromiles, which can be redeemed for rewards.

Outcome

In 3 years, with 1 million members, PetroBonus is the largest loyalty programme in the country.Customer satisfaction score of 86, indicating an intense and positive relationship with the members.Average spend per member increased by 42% from launch.Data Mining, an example:Improve capacity planning at outlets, by launching double petromiles promotion on Sundays.The results: 253% increase in sales on Sundays at those outlets, stabilising to 230% after withdrawal of promotion.Competition:Only just launching their own programmes, playing 'catch up' after more than 3 years.

Client comments:"A journey which started three years back has now over 1 million customers. This significant landmark would be impossible without the backing DIREM gave us." S. Ramesh, General Manager

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