Total UK aims to enhance data with new scheme

Petrol station chain Total UK is relaunching its loyalty programme to build customer relationships by enhancing the data it collects about its customers.

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The relaunched programme will, from April, integrate with customers’ payment cards meaning that they can collect and redeem reward credits without the need for using vouchers or additional loyalty cards.

By registering their card details with the Total Rewards website, whenever that card is used across the Total network, it will be recognised and the reward points credited to the user’s online account. Discounts can then be claimed online directly with the reward partner.

Matt Willcocks, Total marketing manager, says integrating the programme with debit and credit cards gives it an improved data collection capability but with lower investment than launching a single retailer loyalty card programme.

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