Resource-Oil fuel chain showed explosive growth of the loyalty program participants.

Current technologies and marketing approaches did not give the desired result and did not attract customers.

Business landscape: Resurs-Oil is a 15 fuel stations chain in the Vologda and Arkhangelsk regions, located both in large settlements, regional centers, and on highways, classic type and container filling stations without c-stores. High competition in the regional market compelled them to find a solution for fast digitization and growth of the client base.

Challenge: quickly digitize the customer base, identify price-conscious customers and form individual price proposals for fuel and goods without reducing POS prices.

Solution: connecting to the platform and launching the Megainsight mobile application, which allows customers to quickly receive benefits right at the checkout and subsequently receive personalized offers for fuel and goods.

Results: Megainsight mobile application provided opportunities for vigorous customer registration. Megainsight marketing platform empowered Resurs-Oil with promo campaigns and made it possible to market personalized coupons to drivers that could be easily redeemed.

Megainsight service was launched at Resource-Oil fuel chain in July 2021. Our goal was to change the loyalty strategy and implement new technologies. We decided to eventually forgo discount cards with fixed discounts in favor of a virtual card with personalized offers. The new rules were delivered to the staff personnel, then customers were informed about new loyalty program benefits. Additionally, customers' database and points history from a third-party loyalty program (UDS Game) was transferred to a new customized mobile application, 4500 prospects were added to our database simultaneously. Today we have a digitized customer database and an updated loyalty program with powerful mechanics that give us new opportunities to meet customer needs, to grow loyalty and boost sales.

Andrei Zarubin

CEO of the Resurs-Oil fuel chain

Key results:

According to the data from Resours-Oil and Megainsight company (July-September 2021)

+1000

average week new customers growth

+100%

average cross-sell growth

76%

active customers growth among digitized

Resource-Oil case shows that with the right approach to digitizing the customers and communicating with them, it is possible not only to significantly increase the customer database but improve the average basket value. The amount of engaged customers at fuel chains usually does not exceed 35%.

Steps:

Case 1. Digitalizing customers via bonus motivation

Megainsight platform allows you to form coupons with an individual price for fuel and goods for registering in the mobile application. Сoupons can be one-time use or reusable within the adjusted period specified in the settings. After the training, the personnel offered new customers to install the application before payment and immediately apply a promo coupon with a special price. Coupons were valid for 7 days, so drivers get used to refueling at Resours Oil gas stations. As loyalty program members they made purchases with discounts, growing their basket values.

Case 2. Defining price-conscious customers

Data analysis and customer segmentation made by Megainsight service helped Resours Oil to divide customers into similar groups, according to their consumption models and identify price-conscious ones. With these new possibilities, Resours Oil could not only promote coupons to the proper customers but even raise POS prices to save margin.

Case 3. Virtual bonus card and cashback

Plastic cards? No need more! Resource-Oil fuel chain no longer applies them, leaving no chance for the customer not to download the mobile application. In the Megainsight application, it is enough to enter a phone number and confirm it via a call / SMS. One may not fill in the rest of the personal information if he is in a hurry. In this case, the application will remind the user to fill it out later. This significantly reduces the time for entering the client into the loyalty program and saves his nerves :)

New options with Megainsight service:

Unified customer management system

Creation of a single place for storing and processing all client data, followed by deduplication and normalization. Convenient interface for forming target customer groups by consumption parameters for a task or hypothesis, depending on the needs of the company.

Formation of targeted proposals

Flexible functionality for creating holding shares in the form of coupons that can be linked both to a specific group of clients and individually to each client, depending on recommendations from machine intelligence.

Customer acquisition through quick profit and coupon sharing

Personalized coupons are sharable in the mobile application. It means if you received a coupon, you can share it with a friend easily. Thus, friends immediately get into the loyalty system and come to the gas station.

Customized mobile application

A completely updated mobile application that allows you to communicate personally with customers and grow loyalty through gamification and personalized discounts.

Control metrics

The ability to track key business metrics and their change dynamics for each target group of customers formed in the platform.

Pricing step by step

Transparent ROI analysis for each coupon, which allows you to form a client group among those who used it / did not use it for further impact and convert prospects into customers.

The mobile app itself has become part of the platform and is available for both iOS and Android. An easy, intuitive design with the quick launch, data caching (in case of a bad Internet), and geo-targeting allows you to focus the client's attention on the main thing - on personalized promotions. And:

Fast registration without complicated fields, card numbers, etc.

The interface leads the customer to purchase and increases the average basket value

Personal benefits for the customer based on his interests and preferences

Contacts

info@itmegainsight.com

SIA "Megainsight"
26a, Ganibu dambi, Riga, Latvia LV-1005

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