USA: Chevron and Safeway Team Up on Loyalty Card Programme
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Friday, 14 September 2012 |
Oil major Chevron has said that it will release its first ever US loyalty card next month after pairing with convenience store operator Safeway, which it has been talking to for over a year. The new programme adds to the oil company’s existing Canadian and Asian loyalty programmes.
“We looked at the demographic profiles of their customers and of our customers, and there are enough similarities that we see some brand synergies,” said Cary Knuth, head of marketing, sales and services at Chevron Americas Products.
“At the same time, not all Safeway customers use Chevron gas and not all Chevron customers shop at Safeway. We are confident that there are still a lot of customers that we can build some loyalty for both brands with the program we put together,” he explained.
The companies will attempt to generate synergies through allowing Safeway’s customers – who already avail of a convenience loyalty program – to use their points gained at Chevron pumps and at Texaco stores, with which Chevron has an existing agreement.
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