Esso in dual loyalty card test project

Petrol retail giant Esso is testing a smart loyalty card and a rival to Mondex’s stored value cash card with retailer C&A. The cards are likely to replace the Esso Pricewatch promotion early next year.

The loyalty card, called The Golden Tiger, launched in the Netherlands last week and will roll out across Europe including the UK.

It makes use of a points scheme similar to Shell Smart Card. The programme involves the use of a catalogue and an accelerated points scheme for those who use the card more frequently.

Esso is also testing a stored value loyalty scheme in the north-east Netherlands. The electronic cash purse, which is similar to Mondex, is running in conjunction with C&A and the Netherlands’ second biggest grocery chain Edah. If this trial is successful, it too will roll out across Europe.

The news comes after Marketing Week revealed Esso plans to scrap its Esso Pricewatch promotion at the end of the year and replace it with a loyalty scheme (September 20).

Pricewatch was introduced nationally in January to replace Tiger Tokens, sparking a price war among petrol retailers and supermarkets.

Shell’s marketing manager for retail downstream oil, Mike Harle, says Shell Smart card’s strategy of extending its loyalty programme has added 1 million extra customers.

Last week, Esso’s head of retail marketing, Nigel Law, resigned.

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