Objective: To stimulate fuel sales via WE.O.U. customer loyalty scheme, and drive repeat visits to website via engaging and relevant tactical promotions.

Participation: In excess of 2 million WE.O.U customer loyalty card-holders.

Mechanic: WE.O.U is the most rewarding fuel loyalty scheme in the UK – in the past two years, the equivalent of £6 million has been given back to customers in the form of rewards. The scheme is very simple: in return for every £1 spent at Texaco, 1 Star is added to the customer’s WE.O.U. card. Stars can then be redeemed against a comprehensive range of rewards. Without doubt, the most popular reward option is gift vouchers, which accounts for £4 out of every £5 worth of Stars spent.

Results: The WE.O.U. card programme now has more than two million cardholders, with 200,000 new card-holder applications every year, and its revenues have risen by 25% over the past two years. Approximately 90% of that increased spend is on fuel. Data has shown that WE.O.U. card-holders regularly spend at least 10% more than people who aren’t participants in the scheme, and four times more over their lifetime with Texaco – proving that card-holders have a real desire to earn more from their customer experience and stay with Texaco longer.

Comment: Jonathan Dickins, The Benefits Company: “Kingfisher Gift Vouchers were added to the redemption portfolio during autumn 2003, as we weren’t satisfied that we had a comprehensive enough mix for our customers – we particularly wanted B&Q as the UK’s leading DIY retailer. Demographics for B&Q, Comet and Woolworths customers closely match with those of our card-holder base, so the addition of Kingfisher Gift Vouchers was imperative. They help us achieve the ‘differentiation’ that’s critical to the scheme’s ongoing success.”