The Challenge
Customer loyalty is critical to retaining, building, and growing business through recurring sales. The challenge for a major fuel brand like Chevron is to create a program that benefits the consumer and encourages them to make repeat visits for a buying decision that is usually based on convenience and as little as a one cent price difference.
The Opportunity
Capture the passion of fans and incentivize them to visit Chevron and Texaco stations through the creation of a sports-themed rewards program.
The Activation
aFANity Rewards, launched in 2016 as a pilot program, leverages Chevron’s existing portfolio of sports sponsorships and drives consumers to make purchases at Chevron and Texaco stations across the country. Consumers join the program for free and earn points for visiting and making purchases at stations with a Chevron and Texaco Techron Advantage Card, connecting through social media, and many other ways. Points can be redeemed for football tickets, official team gear, autographed merchandise, and unique fan experiences with different teams.
In 2018, we helped the program take its first step towards becoming an evergreen and truly multi-tender loyalty program.
AdSport collaborated with Visa to integrate with the new Visa Offers API platform to reward consumers for purchases made at Chevron and Texaco stations using a Visa card.
The Result
In the 90 days that member registration was open in 2016, over 14,500 individuals joined aFANity, and 22% of those members connected a Chevron and Texaco Techron Advantage Card to earn points for their purchases. 89% said they used their card more frequently after joining aFANity.
With changes made to the program for the relaunch in 2018, we have tracked over $1.5 million in transactions at Chevron and Texaco stations for members who have connected a card to their profile. The program is on pace to exceed all of the major KPIs set for 2018.
