Canada's Esso Extra loyalty scheme revamped
In Canada, Imperial Oil has updated its long-standing 'Esso Extra' customer loyalty programme with a fresher, more modern look and new features that aim to improve the customer experience and enhance customer interactions with the brand.
The improvements are based on a more modern 'look and feel' which includes not only promotional materials but also a new multi- functional programme web site, which offers customers personalised information based on their individual preferences and needs.
The web site now includes a 'reward tracker' and a range of online offers specific to Esso Extra members. As before, members still have the ability to manage their accounts and redeem rewards online.
For the launch period (through to 21st November 2010) the full network of some 1,850 Esso retail sites across Canada will feature an Esso Extra Double Points promotion which - for the first time since the programme was launched in 1997 - makes Double Points available for fuel purchases, car washes, and other eligible convenience store products.
In addition, customers who visit the Esso Extra web site (up until 31st December 2010) can enter a free sweepstake for one of 10 prizes of 500,000 Esso Extra points (enough points for free fuel rewards for a year, or car washes and lottery tickets for much longer).
"Having a strong customer loyalty offer is critical to ensuring the competitiveness of the Esso retail business," explained Simon Smith, vice president and general manager of fuels marketing for Imperial Oil. "Our current loyalty offer provides customers a choice of either Esso Extra or Aeroplan rewards, so this investment in Esso Extra is intended to strengthen our competitive position in the long term."