Jet axes loyalty to fight on price

Jet plans to fight the increasing dominance of the supermarkets in the petrol sector by axing its Jet loyalty scheme in favour of price cuts.

The petrol retailer, which is the sixth largest in the UK, is expected to announce next week that it will end its three-year Jetcash loyalty promotion on December 31.

A final meeting will determine the scheme’s fate on Friday, but Jet is known to have drawn up plans to match any supermarket petrol price within a three mile radius of its service stations.

The Jetcash promotion gave customers a point worth 6p for every 5 they spent at a Jet station.

The scheme, devised by Clarke Hooper Consulting, was the first of its type in the UK.

Nearly 1 million customers use the scheme each week, but they are now likely to be told that they must redeem all points by March 31 next year.

Jet is known to believe customers are both bored and confused by the myriad of loyalty schemes on offer.

The company says a final decision and announcement will be made by the end of the week.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here