TOOLS TO ENHANCE REVENUE
KickBack® Points Program
Increased competition. Lower sales. Customer loss. These are all real challenges that our customers face. In fact, 61% of retailers cited customer retention and loyalty as their biggest challenge.*
Unlike grocery programs, the Kickback® Points Program allows you to reach new consumers who can earn points at many participating locations.
A 5% increase in customer retention yields a 75% increase in customer net present value.— Frederick Reicheid, Author of "The Loyalty Effect"
Coalition loyalty programs empower you to cross-market with other businesses and reach out to new consumers. By combining each business's loyalty programs into one, your consumers will get better deals and you get better marketing!
So how does this work? Each business rewards their consumers with KickBack® Points for their purchases. Then, consumers can spend their points like cash at participating locations. Since the program integrates directly with your POS, you have the ability to collect valuable information about what your consumers like, what they're buying, how often they purchase and more. This empowers you to use your marketing dollars more effectively to deliver the right offers to the right people.
And the best part? The KickBack® Points Program makes it easy for you to create a program customized to suit your business needs in order to achieve increased consumer retention and loyalty. From training all the way through implementation, the KickBack® Points Program does it all and delivers ongoing support and maintenance along the way.
KickBack® helps take care of YOUR consumers by providing call center services in case they have any questions. It's a true turnkey solution. As the most cost-effective loyalty program on the market, it's no wonder hundreds of stations across North America, servicing millions of active cardholders, already enjoy the benefits of KickBack® Points Program!
Market beyond your site and join the KickBack® Points Program through Phillips 66!
*Source: Loyalty Statistics: The Ultimate Collection, pulled from RSR Research, August 2013
Source: KickBack® Reward Systems
Advertising and Promotions
Shoppers are heavily influenced by promotions. In fact, 83% of shoppers in a recent survey say they made an unplanned purchase based on a promotion they received.*
The power of advertising and promotion is real, that is why we're committed to messaging that drives consumers to Phillips 66®, Conoco®, and 76® branded stations. Through a mix of traditional media and innovative consumer engagement, we are building strong regional brands with unique identities that will keep consumers loyal and buying fuel from your stations.
We are constantly evolving and attempting new ways to interact with consumers. With the daily support of 12 brand professionals and an arsenal of world-class agencies, we've got our eyes and ears in the market (and now we're social too!). We test concepts and listen to what our customers and consumers are saying in order to stay relevant in today's competitive marketplace.
We also sponsor top local and national sports organizations and conferences—Los Angeles Dodgers, St. Louis Cardinals, Portland Timbers and the Big 12 Conference to name a few. We're building brand awareness and equity all across the country!
Check out our latest promotions by visiting our branded websites.
If you're in our Conoco markets, watch out for Conoco Cares, where loyal consumers will be rewarded for taking care of their cars. Because Your Car Knows.
If you're on the West Coast, we understand you spend a lot of time in your car. And we love drivers. Check out the fun ways we're encouraging more friendly roads—because at 76, We're on the Driver's Side.
If you're in the heartland, we're happy to be here with you. Because Phillips 66 is Proud to be Here.
Whether we're launching programs, activating campaigns or supporting regional teams, we know your neighborhood is your world, and we're excited to drive consumers to your sites through advertising and promotions.
See What's Going On With Our Brands
We recognize this business is increasingly competitive with consumer preferences constantly changing and expectations continually on the rise. It's no surprise consumer retention has become a real problem. If you aren't meeting your consumer's needs, they can take their business elsewhere—somewhere they feel safe, clean, and can get quick and personalized service.
Understanding what drives consumer behaviors and their buying patterns can help you differentiate your business from your competitor's. But getting access to this type of industry knowledge can be challenging.
However, you're in luck! Phillips 66 has already done the heavy lifting. We set out on a mission to discover what it takes to win in today's fuel convenience marketplace. We started by listening to our consumers and customers by conducting workshops in our primary markets—all to understand what today's consumer really wants from a fuel station experience.
Through this research, many ideas were generated around how a convenience store can create an elevated or differentiated experience. The goal was to understand what it takes to increase consumer interest and likelihood to return.
From the outset, we knew that an elevated experience wouldn't be just about applying a new coat of paint. If we are going to offer an elevated and differentiated experience, then we need to give our consumers a difference they can feel.
That is why we launched Experience 66 in 2013. It is what we're calling the journey forward for our brands. Experience 66 will seek to enhance what consumers experience when they come to one of our branded locations through improved assets and operations that can win in today's competitive environment. Our first phase marked the beginning of our pilot, where randomly selected stores—who met high-level asset criteria—attended operational excellence training. Training was followed by a period of site-level measurement to gauge the impact of specific changes from a consumer perspective.
The second phase of Experience 66 began this summer and will lead to the introduction of a new image for 76® and Phillips 66® stations that were randomly selected to participate. While the logos will remain the same, the new 76® image will be changing back to its legacy colors, orange and blue. The brands will also be launching and testing a number of Signature Offerings.
We expect participating stores to see a strong uplift in sales from Experience 66. Based on the results of the pilot, we will develop a go-to-market plan that makes Experience 66 offerings available to qualifying sites in our branded network.
To learn more about Experience 66, the signature offerings and the new image, check out our videos below!