Total relaunches reward scheme to drive data capture

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.

He adds: “For our customers it’s a sea change in the strength and quality of our offers and partners. For our business it’s a step up from the data we currently get. It gives us a live stream of customer behaviour information and tied with the Total Rewards programme, we can now communicate with them based on individual behaviour and redemption.”

Total, which operates 780 petrol forecourts in the UK, is also using the relaunched programme as a customer retention tool so that it can communicate with lapsed customers and offer targeted deals that will bring customers back to its forecourts.

Total has also extended the range and strength of offers available through its partners.

Total customers who spend £30 can now claim a promotional discount at partner brands including 2 for 1 premiership football tickets through online ticket merchant Viagogo, discounts on more than 3,000 UK restaurants via The Gourmet Society and British Curry Club, and 2 for 1 cinema tickets through Apollo and Empire cinemas.

Total also wants to appeal to customers driving vehicles with smaller tanks and spend less than £30. When paying via a registered credit or debit card, these customers are also eligible to accrue loyalty rewards when they spend smaller amounts and claim them when they reach a total spend of £30.

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