Texaco

Texaco operate in a highly competitive market. There are lots of places a driver can go for fuel, and the fuel on offer is always the same. They can just go where the cheapest prices are.

In such a market, a loyal customer can be difficult to come by. But loyalty is crucial to a fuel retailer's revenue, and to counter the problem they all have loyalty schemes. That is, they give drivers a card that collects points towards anything from a toaster to a weekend for two in Paris.

Unfortunately these schemes have grown tired and out of touch with customers. Texaco's scheme, Global Club, was no exception. We set ourselves the objective of turning it into something that would stand apart from other schemes in the market, something that reconnected with drivers. In so doing we hoped to achieve what every fuel retailer hopes for: to increase levels of loyalty and in so doing to raise revenue.