Farmers' coop launches rewarding Fleet Card
In the US, farming cooperative CHS has launched Driver Rewards, an additional benefit for users of its branded retail locations. Under the new programme, drivers can earn reward points every time they purchase fuel with their Cenex Voyager Fleet Card. Points can later be redeemed for gift cards from hunting, fishing and outdoor equipment retailer Cabela's.
Drivers can earn Driver Reward points at any of the more than 230,000 locations where Cenex Voyager Fleet Cards are accepted, and they earn double points when purchasing Cenex Roadmaster XL Premium Highway Diesel Fuel and other fuels at the more than 1,400 Cenex fuel outlets throughout the US.
When drivers have earned sufficient points, they are automatically emailed a US$10 Cabela's e-gift card. As a special promotion, drivers who enrol by 31st March 2012 earn 500 bonus points.
Cabela's gift cards earned through the Driver Rewards programme are provided in addition to the existing rebate (up to US$0.04 per gallon) that CHS already provides for its fleet account holders. Cabela's also separate offers a Cabela's CLUB Visa credit card which serves as the retailer's primary customer loyalty rewards programme.
According to Doug Dorfman, vice president for CHS Refined Fuels Marketing, "At a time when some petroleum company loyalty programmes are scaling back their rewards, we're expanding ours to help the Cenex retail network attract new customers and build business. In its first two years, the loyalty partnership between Cabela's and the Cenex brand resulted in some US$152.8 million in new sales."
CHS is promoting the programme through national fleet and Facebook advertising and other communications programmes, including free merchandising kits for Cenex convenience stores. CHS is a national cooperative owned by farmers, ranchers and co-ops across the US, dealing in energy, crop nutrients, grain, livestock feed, food and food ingredients, and offering business solutions including insurance, financial and risk management services. The cooperative also operates petroleum refineries and pipelines, and manufactures, markets and distributes Cenex-brand refined fuels, lubricants, propane and renewable energy products.