Total relaunches loyalty programme

Total: multinational oil company relaunches rewards scheme
Total: multinational oil company relaunches rewards scheme

French petrol giant Total has relaunched its loyalty programme in response to rising oil prices, giving instant rewards to customers who spend £30 or more.

Research by the group suggested that reward schemes are not actively cultivated until consumers have seen a reward.

The scheme gives customers instant rewards if they spend more than £30 and will run until March 2012. Rewards can be redeemed instantly in-store, or with affiliated partners.

Promotions include: two-for-one tickets at selected Premiership football and rugby matches with Viagogo; two rounds of golf for the price of one with Greenfree; savings at more than 1,000 curry houses with the British Curry Club; and two-for-one tickets for Apollo and Empire cinemas.

Matt Willcocks, marketing manager for Total, said: "More than ever, customers are looking for value. Conventional petrol schemes just don’t offer that – it can take up to five months to earn enough points for even a small reward.

"The average motorist will earn less than £10 in a whole year of filling up. Customers deserve more, especially with fuel prices so high. So, we’re doing things differently. Total Rewards is all about letting the customer save money, not points."

Willcocks said the scheme was designed to "retain, attract, and increase custom in 2011".

Total reviewed its marketing agencies in 2009, and gave its account back to incumbent group Euro RSCG KLP, who handle its integrated communications, including digital, direct, CRM and retail activity.


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