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.


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