What You Can Learn from the Best Fuel Retail Loyalty Programs

For most drivers, filling up at the gas station isn't exactly a delightful experience. Fuel itself is an intangible product and a necessary expense that often takes a big bite out of our budgets. In this market, customer loyalty becomes a crucial differentiator between brands. How do gas station brands turn an unpleasant chore into an opportunity to build relationships with drivers?

Continue reading to explore:

• Different types of fuel loyalty programs
• How fuel retail loyalty programs can promote sustainable practices
• Designing fuel retail offers for B2B clients
• The influence of customer behavior on loyalty programs worldwide

Traditional Fuel Retail Loyalty Programs

Traditional loyalty programs offer various structures to incentivize customers, from rewarding points for every gallon purchased to tiered memberships with exclusive benefits. In fact, 79% of consumers participate in at least one retail membership, subscription, or loyalty program.

Let’s explore the most common types of loyalty programs in fuel retail, discover how they work, and their potential advantages for businesses and end-users.

Point-Based Fuel Loyalty Programs

Shell Fuel Rewards Program

• How it Works: Shell Fuel Rewards is a straightforward program where customers earn points for every purchase made at Shell stations. These points can then be redeemed for valuable discounts on fuel purchases.
• Benefits: The program's simplicity is a major draw. With widespread Shell station availability, earning and redeeming points becomes a convenient way to save on gas. Additionally, the program offers significant fuel savings potential for loyal customers.
• Unique Selling Point (USP): Integration with multiple partners allows members to earn points not just from gas purchases but also from everyday shopping at participating retailers and restaurants.
• Customer Engagement: When it comes to the program’s impact on brand loyalty, the earning opportunities combined with the tangible reward of fuel discounts lead to high customer engagement.

ExxonMobil Rewards+

• How it Works: Exxon Mobil Rewards+ offers a comprehensive loyalty program in which members earn points on a variety of purchases at Exxon and Mobil stations. These include fuel, car washes, and convenience store items.
• Benefits: The program keeps things simple with a straightforward points system. The broad range of earning categories ensures customers can accumulate points throughout their station visit. Additionally, Exxon Mobil Rewards+ offers instant redemption options.
• USP: The program sets itself apart with frequent promotions and bonus point opportunities, which keeps the program exciting and motivates members to return for additional savings. Exxon Mobil Rewards+ also features valuable partnerships with AARP, Walmart and leading grocer brands to offer its members additional savings and earning opportunities.
• Customer Engagement: This loyalty program fosters a positive relationship with customers, making them more likely to choose Exxon and Mobil stations for their fuel and convenience needs.

Speedway Speedy Rewards

• How it Works: Speedy Speedway Rewards members earn points not just on fuel but also on in-store purchases at Speedy Speedway locations. These accumulated points can then be redeemed for a wide variety of rewards.
• Benefits: The diverse reward options and ease of earning points are one of the program’s strengths. Customers can quickly collect points through their regular gas station visits and in-store purchases.
• USP: What truly sets Speedy Speedway Rewards apart is the extensive range of earning opportunities beyond just fuel. This allows customers to maximize their point accumulation on everyday items.
• Customer Engagement: By rewarding both fuel purchases and in-store spending, Speedy Speedway Rewards effectively drives sales across both categories.

Tiered Fuel Loyalty Programs

BPme Rewards

• How it Works: In BPme Rewards, customers earn points for every pound spent at BP stations, with the number of points earned increasing as they move through the program's tiers. This structure incentivizes higher spending and more frequent visits, as reaching higher tiers presents even greater rewards.
• Benefits: The program offers a clear incentive for increased engagement. As customers progress through the tiers, they can expect to unlock more valuable rewards, making BPme Rewards more attractive with continued use.
• USP: BPme Rewards integrates with the BPme app, improving customer experience. This app allows for easy point tracking, access to personalized offers, and even mobile payments.
• Customer Engagement: By rewarding increased spending with better benefits, BPme Rewards encourages customers to make BP their go-to gas station by rewarding increased spending.

Chevron Texaco Rewards

• How it Works: Chevron Texaco Rewards offers different reward levels based on a customer's spending at Chevron and Texaco stations. Customers progressing through the tiers unlock increasingly attractive benefits, including greater discounts on fuel purchases.
• Benefits: The program provides a clear path to increased rewards. Customers can expect to see significant value through graduated discounts and benefits as their loyalty grows.
• USP: Chevron Texaco Rewards goes beyond just fuel purchases. The program incorporates spending at convenience stores located within the stations, offering a unified rewards experience for customers.
• Customer Engagement: Chevron Texaco Rewards incentivizes repeat purchases and motivates members to climb the tiers. The structure builds loyalty by tying better rewards to increased engagement with the program.

Partnership Programs for Fuel Retail

Innovative partnerships are driving engagement in fuel retail loyalty programs. By collaborating with businesses such as grocery stores and credit card companies, these programs offer customers the opportunity to earn and redeem rewards across a wider range of purchases. This way, customers are incentivized to choose a particular gas station based on its partnerships.

Fuel Retailer Partnerships with Grocery Stores

Kroger Fuel Points Program

By shopping at Kroger grocery stores, customers earn points redeemable for discounts at participating Shell stations. This program provides a dual benefit - savings on both groceries and fuel purchases. Additionally, the extensive network of Kroger and Shell locations makes it convenient to earn and redeem points. This partnership incentivizes customers to choose Kroger for groceries and Shell for fuel, creating a win-win situation for both businesses.

Safeway and Chevron/Texaco Rewards Program

The Chevron Texaco Rewards program extends its reach through a strong partnership with Safeway grocery stores. Customers can earn points for their purchases at Safeway, which can then be redeemed for fuel discounts at Chevron and Texaco stations.

This program offers a straightforward points system, making it easy for customers to understand and participate. Additionally, the vast network of participating Safeway and Chevron/Texaco locations provides ample opportunities to earn and redeem points.

Stop & Shop Gas Rewards Program

Members of Stop & Shop's Gas Rewards Program earn points for every dollar spent on groceries at Stop & Shop, which can then be redeemed for discounts at participating Shell stations. This program offers fuel savings with a straightforward method of accumulating points. The key distinction lies in the program's ease of use: a simple linkage between grocery spending and fuel rewards.

Giant Eagle’s Fuelperks+

By making purchases at Giant Eagle, Market District, and GetGo, users of this program can earn perks for every $50 spent. These perks can then be redeemed for discounts on both groceries and gas, offering a significant advantage over other best gas station loyalty programs that focus solely on one category. This dual rewards system caters to the needs of everyday shoppers, encouraging them to consolidate their spending across both groceries and fuel at Giant Eagle's network of stores and gas stations.

Credit Card-Based Fuel Loyalty Programs - Bank Credit Cards with Gas Cashback

Chase Freedom Flex

The Chase Freedom Flex credit card offers a rotating system of bonus categories for cashback. One of these categories often includes gas stations, providing cardholders with the chance to earn cashback on fuel purchases during these designated quarters. This flexibility allows cardholders to maximize their rewards based on their spending habits.

Beyond the gas station category, the Chase Freedom Flex offers additional bonus categories throughout the year, keeping customers engaged and incentivizing them to utilize the fuel rewards card for a wider range of purchases.

Citi Custom Cash Card

The Citi Custom Cash Credit Card offers a straightforward yet powerful loyalty program. It automatically awards 5% cash back on the spending category where you spend the most each month, like gas stations. The program's key advantage lies in its adaptability. It adjusts to your individual spending habits, automatically maximizing your rewards regardless of which category dominates your monthly expenses.

Discover it Cash Back

The Discover it Cash Back credit card combines rotating bonus categories with a unique loyalty feature: a year-end cash back match. This program offers high cashback rates on a variety of categories throughout the year, which often include gas stations, allowing cardholders to increase their savings on fuel purchases during these designated quarters.

Beyond the standard rewards, the program's distinguishing feature is its year-end cashback match. Discover will match all the cash back you earn during your first year of card membership, essentially doubling your reward potential. Discover it Cash Back creates a loyalty program that's both lucrative and rewarding, making it an appealing choice for cost-conscious consumers.

Branded Fuel Retailer Credit Cards

Shell Fuel Rewards Credit Card

The Shell Fuel Rewards Credit Card offers direct discounts on gas purchases at Shell stations, providing immediate savings on your fuel needs. But the program doesn't stop there. Cardholders also earn rewards for everyday purchases outside of Shell stations, adding an extra layer of value. The program's distinguishing feature lies in its enhanced rewards for dining and grocery shopping. This encourages customers to consider Shell a preferred location for other essential expenses.

BP Visa Credit Card

The BP Visa Credit Cardholders enjoy direct discounts on fuel purchases at BP stations, providing immediate savings at the pump. Beyond fuel savings, the card also accumulates reward points on purchases made at BP and other locations. To further enhance its appeal, the BP Visa Credit Card provides extra rewards for travel and dining purchases, aligning with common consumer spending habits.

ExxonMobil Smart Card+

The Exxon Mobil Smart Card+ program delivers immediate discounts on fuel purchases at Exxon and Mobil stations, translating to direct savings at the pump. The Smart Card+ also earns cashback on everyday purchases outside of Exxon and Mobil locations, adding value to your everyday spending. The program's distinguishing feature is its strong focus on fuel savings while simultaneously rewarding non-fuel purchases.

Eco-Friendly Fuel Retailer Loyalty Programs 

As consumer consciousness shifts towards environmental sustainability, trends for loyalty in fuel retail have incorporated eco-friendly initiatives. A 2022 study revealed that 71% of British adults believe loyalty programs should contribute to a more sustainable lifestyle.

This section explores loyalty programs that reward customers for making sustainable choices, such as opting for cleaner fuels.

BPme Rewards with Carbon Offsetting

BPme Rewards integrated carbon offsetting directly into its loyalty program. Here, customers can choose to use their accumulated loyalty points to support environmental projects that offset the carbon emissions generated by their fuel purchases. This is the best gas fuel rewards program for eco-conscious consumers who prioritize sustainability.

Shell’s Drive Carbon Neutral Program

While no longer actively offered, Shell's Drive Carbon Neutral program offered customers the option to neutralize the carbon emissions associated with their fuel purchases. The distinguishing feature of this green loyalty program was its simplicity. Customers could easily offset their emissions during the checkout process, making it a user-friendly way to engage in sustainable practices.

Esso Extra Green Program

The Esso Extra Green Program incentivized customers to use EV charging stations or opt for biofuels. By offering rewards for sustainable choices, Esso aimed to build loyalty among environmentally conscious consumers. While the program is no longer available, it can be used as a valuable case study for fuel retailers considering eco-friendly loyalty initiatives.

B2B Fuel Loyalty Programs

Beyond individual consumers, fuel retailers also focus on building strong relationships with business customers. This section highlights loyalty solutions for fuel retail specifically designed for commercial clients, offering tailored solutions for fleet management and optimizing fuel expenses.

Shell Fleet Solutions

Shell Fleet Solutions offers a suite of services designed to optimize fuel management and expenses for corporate clients. Participating businesses benefit from volume-based discounts on fuel purchases, allowing them to save significantly on their overall fuel costs. Additionally, Shell Fleet Solutions provides access to detailed fuel usage reports and analytics. Fleet management tools offer in-depth data and analytics that go beyond simply tracking fuel usage.

BP Fuel Cards

BP Fuel Cards provides a range of card options, allowing companies to choose the solution that best fits their fleet's needs. Benefits include volume-based fuel discounts, detailed spending reports, and control features to manage fuel expenses. The program's key strength lies in its flexibility. BP offers cards tailored to small businesses, large corporations, and everything in between.

ExxonMobil BusinessPro

Beyond standard discounts based on fuel volume, ExxonMobil BusinessPro offers a key advantage: robust data analytics and reporting tools. These tools provide real-time insights into fuel usage patterns, allowing businesses to identify areas for improvement and implement cost-saving strategies. The program also offers fraud protection and spending controls, further enhancing financial security.

The Chevron and Texaco Business Card

The Chevron and Texaco Business Card program streamlines fleet management with a comprehensive online account system. In addition, it offers competitive fuel discounts based on volume and enhanced security features to prevent misuse. By focusing on both cost savings and operational efficiency, the Chevron and Texaco Business Card builds strong relationships with business customers, fostering loyalty within the B2B segment.

WEX Fleet Cards

WEX Fleet Cards allow businesses to choose the most convenient stations for their fleets while still benefiting from volume-based discounts and rebates on fuel purchases. Beyond cost savings, WEX offers advanced reporting and expense management features. The combination of flexibility, network reach, and robust reporting capabilities fosters high loyalty among business customers.

Key Takeaways:

• Traditional loyalty programs are still influential: Points, discounts, and exclusive perks continue to drive customer loyalty.
• Expand reward offerings: Beyond fuel discounts, incentives for eco-friendly behaviors and non-fuel purchases can boost program appeal.
• Leverage data for hyper-personalization: Utilize loyalty program data to gain valuable customer insights and tailor offerings accordingly.
• Target B2B customers: Develop specialized solutions, such as fleet management tools, to meet the needs of business clients.
• Adapt to regional preferences: Tailor multicountry loyalty programs to align with customer behavior in specific markets.

Design & Launch: The Best Gas Rewards Programs Are Here 

Fuel is an intangible, necessary expense that often drains budgets. Unlike other purchases where increased spending can enhance product performance—for instance, a better smartphone or more powerful computer—buying more fuel doesn't make your car go faster or work better. Here, loyalty becomes a crucial differentiator.

To turn this mundane chore into a rewarding customer journey, fuel retailers must leverage loyalty programs. Comarch Loyalty Marketing Platform for the Fuel Industry empowers businesses to create engaging programs, build strong customer relationships, and drive revenue growth. With features like personalized offers, advanced analytics, and seamless integration with fuel systems, Comarch can help you create and run the best fuel rewards program.

Ready to elevate your fuel retail business? Contact us today and schedule a consultation.

Fuel Retail Loyalty FAQ

1. How do gas rewards programs work?

Gas rewards programs typically work by accumulating points or earning discounts on fuel purchases. These rewards can be redeemed for further fuel savings, merchandise, or other perks.

2. What are the key features of a fuel loyalty program?

Key features of fuel loyalty programs include:

• Earning points or discounts on fuel purchases
• Redeeming rewards for fuel savings or other benefits
• Additional perks like exclusive offers or access
• Tiered membership levels for increased rewards

3. How does a fuel fleet card work?

A fuel fleet card is a payment solution designed for businesses with vehicles. It provides fuel purchasing options, often with discounts, and typically includes features for managing fleet expenses, tracking fuel usage, and improving operational efficiency.