GO Fuel Stations - Marketing Solution – New Version
Company: GO Fuel Stations Inc, Istanbul, Turkey
Entry Submitted By: EXTRA Loyalty
Company Description: SHV Energy Group Company Ipragaz’s new brand GO is the new generation fuel station of Turkey. Opened its first station beginning of 2013 with a vision “to become the most reputable fuel station of the roads”, and with the mission of “respecting people, the future, our vehicle and laws”, GO adopts the “Dealer Friendly” philosophy and works hand in hand with its dealers on the way to mutual growth
Nomination Category: New Product & Service Awards Categories
Nomination Sub Category: Marketing Solution – New Version
Nomination Title: GO New Generation Fuel Stations - Increasing Customer Engagement >> Increasing Sales
Tell the story about this nominated product or service (up to 650 words). Describe its function, features, benefits, and sales to date:
Ipragaz is a leading Energy Company operating in Turkey since 1961. Being recognized as a solid trustworthy Energy Supplier, Ipragaz decided to go into Fuel Retail Sector with GO Fuel & Gas Stations in 2013.
The Fuel & Gas Retail Sector in Turkey is dominated with major international (BP, Shell…) and local players with large networks. Sector is extremely competitive with tight profit margins.
As one of the last players entering into market, Ipragaz well understood that to differentiate from competition and to move from the price wars, it must focus on its Individual and Fleet Customers from day one. This would in return increase its repeat sales and help it to become the preferred retail chain in the Sector.
Ipragaz, together with Extra Loyalty Solutions Inc., implemented the “GO CARD LOYALTY PROGRAM” in 2014 and upgraded the program in mid-2016 with advanced features.
The Solution is implemented as an “end-to-end” Customer Engagement System for covering all customer transaction and engagement channels to provide personalized offers.
Business and technology backbone of the Solution;
-Full online integration with all the Pump Automation System in the Stations to receive customer and transaction data and conducting personalized campaigns at the moment of filling the tank. Customers use their contactless smart cards or their GSM numbers to get recognized at the Pumps
-License plate matching with the preferred fuel type of the customer is implemented to avoid any mistakes at the Pump, increased customer satisfaction
-Flexible campaign mechanics and fraud management implemented as per; customer segment (B2C and B2B), product, location, amount and frequency
-Call Center integration to address customer questions both for transaction details, as well as product and station information services
-Customer Portal implementation where the customer access to his/her transaction details, benefits, bonus history and on-going campaigns
-Integration with a Municipality Card Program in Ankara, to accept their cards at GO Pumps as GO Cards enabled cards
-Station Sales Teams are enrolled in the system with an incentive scheme earning gold coins in return for their new customers efforts
-Automated Customer Satisfaction Survey is triggered for every month’s first-time purchase to each customer via SMS Landing page with 100 points reward
-SAP integration to communicate the product and POS data which enabled customer data enrichment
-Integration with Telecom operators for sending segmented SMS and e-mail campaigns
-Automated station reconciliation system built in this system to ease the day to day reporting and operations loads of the Stations
The Program changed the dynamics of the customer value proposition in the sector which was mainly dominated by price wars and gift catalogue based incentive programs.
-Customer in every 5 minutes
-Average Liter sold per tank is 60% more to GO Card members than the average Liter sold to non-members
-Over 1500 segment based campaigns implemented per year with 30% response rate in bonus campaigns and over 50% response rate in discount based campaigns. These response rates are way above sector.
-Specialized campaigns are implemented throughout the year; such as, “thank you for being a member, membership anniversary”, “Customer birthdays campaigns”, “special days Women’s Day – 8 times bonus”, “your bonuses increase as your frequency increase”, “18 points per liter first 2018 customers every day in New Year’s week”.
-Cross campaigns with other retailers such as Burger King, Dry Cleaning, Car Wash and Maintenance companies to provide non-fuel benefits for its loyal members.
-Besides third party campaigns, GO is using the advantage of being part of Ipragaz by making cross campaigns with its sub-brands such as Prins Conversion Kit, Ipragaz Electric.
Plans in Progress:
Ipragaz is strived to develop its customer centric program further to convert more customers into its GO CARD Program as loyal members with its Mobile Technologies and Payment.