Esso launches TigerMiles smart card in Ireland

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By: Wise Marketer Staff |

Posted on July 5, 2001

Esso launches TigerMiles smart card in Ireland

Esso Ireland has launched a new smart card-based loyalty programme: Esso TigerMiles. The company has deployed over 280 smart card terminals at sites across Ireland. TigerMiles replaces the popular Tiger Tokens / Esso Collection scheme, which has been in operation since 1994 and still has over 40 million Tiger Tokens in circulation. TigerMiles represents Ireland's most extensive smart card deployment to date and is the first to be put in place by a fuel retailer.

The technology IT and e-Business services company, ICL has project managed the integration and rollout of the new systems, subcontracting the software development to Applied Card Technologies. The back office and webserver requirements are powered by Intel and Oracle 8i with smartcard terminals provided by Intellect. The printers are provided by Samsung and ICL has subcontracted the call centre management to Performance Marketing as part of a 3 year contract with Esso.

Declan Murphy, European Manager for Special Projects and Media at Esso, is confident that the combination of smart card-enhanced customer benefits and a greater variety and standard of redemption gifts will prove a winner in the increasingly difficult battle for customer loyalty: He says: "TigerMiles offers our customers increased confidence because, with our TigerMiles smartcard, they can actually see their points accumulating rather than waiting for a mailing sent directly to their home. It also makes it easier for us to reward our most loyal customers as we will have full and accurate records of individual purchasing habits."

Catherine Lonergan, Esso Project Manager for Ireland says that the technology behind TigerMiles will prove to be an extremely worthwhile investment for the company. "We've taken a giant leap forward in terms of what we can offer our customers, jumping straight from paper to the very latest technology. The most tangible results are likely to be the huge savings in time both for the retailer and the customer which can be considerable when trying to administer a loyalty scheme of this size," she says.

ICL and Esso have worked together to achieve a seamless, flexible solution utilising Applied Card Technologies' application software. The Intellect terminals used have two screens, one facing the operator, the other facing the customer - this creates a great sense of transparency and interactivity. The systems are fast, easy-to-use and convenient," says ICL Project Manager, Nigel Sylvester.

Frequency encouraged Customers obtain a TigerMiles smart card by filling out an application form, available at all participating Esso Service Stations, and returning it to a Service Station, where they instantly receive a card and can start collecting TigerMiles immediately. As soon as the card is used, 50 "Welcome" TigerMiles are issued.  From then on customers get one TigerMile with every litre of fuel purchased. TigerMiles are also offered on purchases of lubricants and Esso car washes.

An element of the programme that Esso runs in Holland has also been introduced: frequency (the main driver of customer profitability) is being encouraged by a tiered system of points. If the customer returns for more fuel within four days, he or she earns double TigerMiles. If he returns within eight days, he earns 50% more Tiger Miles (3 TigerMiles per 2 litres)

The rewards Rewards include a wide range of gifts and also new reward ideas such as UCI cinema tickets, Liffey Valley Shopping vouchers and HMV music vouchers, breaks at a Jurys Doyle Hotel or the option of donating to charity. Esso has nominated various charities to whom members can donate their TigerMiles.

Tesco Clubcard In 1998, Esso started giving Tesco Clubcard points on purchases at Esso filling stations in Ireland. This arrangement is to continue, but customers will not 'double-dip'. Instead, they will be given the choice of either TigerMiles or Clubcard points when they fill up.


    ICL: http://www.icl.ie     Tel: +353 1 402 5000

    Esso: http://www.esso.com/eaff/essoireland