New Initiatives Build More Momentum for Phillips 66

June 8, 2017, Convenience Store News - Four years ago, fresh off its spinoff from ConocoPhillips, Phillips 66 hosted customers — motor fuels marketers, dealers, resellers, aviation marketers and fixed-based operators — at a Marketing Conference & Trade Show in Las Vegas to share the spirit and vision of the new standalone company.

Moving into 2017, the Houston-based company wanted to build on the momentum that started in 2013, while looking toward future success.

"As we thought about 2017, we asked how we could build on what we started four years ago," said Mike O'Connor, manager of programs for Phillips 66. "It's not a change in direction, but it's continuing to focus and build on the things that can help our customers move their businesses forward."

Momentum: Driven By Excellence, the 2017 Phillips 66 Marketing Conference, was held May 23-26 in Las Vegas and highlighted the next phase of growth for Phillips 66 and its customers The conference saw close to 1,500 participants — Phillips 66 customers, exhibitors, sponsors and employees, among them.

During the conference, "our customers heard about how consumers' expectations have changed over time and how our new image program, mobile payment strategy, and advertising initiatives are targeted toward the experience they expect," said Greg Hart, manager of brand at Phillips 66.

Seminars also focused on customers' needs and elevating their businesses. In addition to four business sessions hosted by Phillips 66 marketing leadership, 28 educational seminars were led by industry and subject matter experts focusing on the evolving marketplace, consumer demands, succession planning, technology trends, and operational excellence.

"We are taking three or four days out of our customers' busy lives. It's a time investment on their part," O'Connor said. "When they leave, we want to make sure they have a clear direction on where the business is going, what they need to do to grow their business, and how Phillips 66 is with them all the way."

The conference provided an elevated stage for Phillips 66 to formally recognize the industry-leading work its customers do in their markets and the positive impact they make in their communities, too.

"Many of our customers are driven by excellence, so this was a chance to recognize and celebrate their momentum as well," O'Connor noted.

In a break from other conferences, Phillips 66 made the decision to offer more fundamental content — choosing fewer, but more impactful things for its customers to focus on.

"We emphasized that it's both strong assets and strong operations that win in the marketplace today. Those two things in conjunction are important for our customers to be successful," Hart explained, adding that the company is focused on today's consumers, what they demand, and how the Phillips 66 retail excellence program can be used to help operators achieve operational excellence.

"We shared a lot of other tools that can help our customers improve their businesses," he said. "We're in this together. It's a collaborative effort to win in the marketplace."

Source: Convenience Store News

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3 New Forecourt Looks for Phillips 66

Convenience Store Petroleum - Phillips 66 has debuted a new image program for its Phillips 66, Conoco and 76 fuel brands.

At its recent Momentum: Driven by Excellence conference in Las Vegas, the Houston-based oil company unveiled its Signature Image program, which aims to reflect each of its brands' heritage while updating the forecourt with modern materials and bright lighting.

"It was time for us to refresh our look out in the marketplace," said Randy Fralix, general manager of U.S. sales for Phillips 66. "We are excited to bring back the heritage elements that are so unique to our brands and that consumers recognize and love. We know a brighter, more modern image is what attracts today’s consumer, and it’s another way we’re helping our branded customers succeed."

Source: CSP Industry News

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Phillips 66 Unveils New Mobile Platform

Mobile commerce connected sites are currently being tested in the Texas and Oklahoma regions.

May 25, 2017, NACS Online - In anticipation of the launch of their new mobile commerce platform, fuel brands Phillips 66, Conoco and 76 debuted their Mobile Connect Experience this week at Phillip 66’s Momentum: Driven by Excellence conference.

Phillips 66 and P97 noted in a press release that the new mobile platform will connect retail fueling consumers to Phillips 66, Conoco, and 76 locations through a mobile app using a dynamic station finder, enabling a mobile payment wallet and delivering contextual commerce digital offers.

Rod Palmer, general manager of marketing services at Phillips 66, expanded on the new offering during this week’s conference: "We designed our mobile solution to build on top of technology you should already have at your store, and unlike some of our competitors, our offering doesn’t just work at the pump, but inside the store as well. It’s designed to work for all of your business."

Donald Frieden, founder and CEO of P97, said: "P97 is working with Phillips 66 to integrate existing technologies such as their proprietary credit and loyalty programs into a comprehensive mobile commerce platform, creating a seamless commerce experience for consumers."

Phillips 66 is currently testing mobile commerce connected sites in the Texas and Oklahoma regions, with a nationwide rollout planned for 2017 into 2018.

Source: NACS Online

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Going Beyond Fuel

August 12, 2016, Convenience Store Petroleum - As the convenience-store industry evolves and consumers’ expectations heighten, c-store retailers face pressure to find ways to stay competitive and increase profitability. Therefore, it’s little wonder why many operators choose a fuel supplier that provides support from the curb to the cooler.

Phillips 66 delivers industry-leading support to its Phillips 66-, Conoco- and 76-branded retailers beyond fuel with a host of programs and tools designed to help achieve operational excellence, reduce costs and increase revenue.

"We understand the challenges of building a strong business in today’s competitive environment," said Greg Hart, U.S. marketing brand manager for Houston-based Phillips 66. "For that reason, we’re committed to delivering the support, resources and programs to help our customers get the most out of their entire business."

"Since the spinoff from ConocoPhillips in 2012, we’ve created strong momentum in the industry," Hart said. "Although our brands have longevity, we chose to take a fresh approach by recently updating our Phillips 66 and 76 station images and introducing new initiatives that have helped many operators elevate the consumer experience and build success beyond the fuels we’re known for."

In 2014, Phillips 66 launched its Experience 66 project designed to help operators deliver an enhanced consumer experience by providing them with an upgraded image, operational support and signature consumer-focused offering needed to help create loyal, repeat consumers. On average, operators who have the elevated station images and consumer offerings have seen an increase in sales at their sites.

Phillips 66 has a variety of advertising campaigns including its TANK5 instant-win, summer traffic-driving promotion; national sports team sponsorships; and social media contests. Meanwhile, the KickBack Points Program rewards consumers for fuel and c-store purchases, and shares insightful information about their purchasing habits with the operators. Phillips 66 also offers the Retail Excellence Program, a monthly mystery shop scoring program that generates direct consumer feedback as well as valuable business insights into consumers’ preferences, resulting in branded retailers being able to deliver an elevated consumer experience and improved site operations.

Source: CSP Industry News

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Phillips 66 to Accept Chase Pay

August 17, 2016, Convenience Store Petroleum - Phillips 66 and Chase have signed a multiyear agreement for Phillips 66 to accept Chase Pay at its Phillips 66, Conoco and 76 branded locations across the United States, the companies said.

Phillips 66 joins a host of merchants to accept Chase Pay. The fuel retailer also is a key member of the Merchant Customer Exchange (MCX), a strategic Chase Pay relationship.

To enable Phillips 66, Conoco and 76 branded sites to accept Chase Pay at their pumps and in their c-stores, Phillips 66 also has collaborated with Houston-based mobile commerce provider P97 Networks Inc. and will leverage P97’s cloud-based mobile payment infrastructure.

As a result of these relationships, consumers of Phillips 66’s fuel brands soon will be able to make purchases through the My Phillips 66, My 76 and My Conoco mobile apps.

"We are excited to work with Chase and P97 to accept Chase Pay at our branded sites, which will offer our customers a simplified fueling experience—one that will enable them to safely and expeditiously purchase our high-quality Phillips 66, Conoco and 76 gasoline on their mobile devices from the comfort of their vehicles," said Brian Mandell, global marketing president for Phillips 66. "This same convenience will allow customers to take advantage of our reward programs and promotions without having to swipe loyalty cards or use coupons at pumps and registers."

Chase Pay is live with select online merchants and will be available starting later this year for Chase customers to use at participating merchants’ registers and in apps.

Source: CSP Industry News

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A Partner with a Purpose

January 23, 2014, Convenience Store Decisions - At a time when most Big Oil companies are exiting the retail business, Phillips 66 is stepping up with a host of new programs to help make its branded retailers more profitable.

The convenience store and petroleum industry has transformed dramatically over the past decade, but no change has been as profound as the role of Big Oil.

For some five decades, Big Oil dominated retail with an empire built on the strength of their fuel brands and great locations. That all began to change a few years ago as companies, such as Exxon, Shell and BP, decided to jettison their retail businesses to local jobbers and instead focus on upstream and production.

But there are exceptions to the rule as savvy oil marketers have come to realize the immense power of their brands. Phillips 66 is leading that charge with the introduction of an impressive list of retail programs aimed at helping their branded marketers improve operations and profitability.

Source: Convenience Store Decisions

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OpenStore® Partners with Phillips 66

Gaithersburg, MD, May 21, 2013, NACS, The Association for Convenience & Fuel Retailing – OpenStore® by GasBuddy, a multi-channel digital marketing solution for convenience store chains, is excited to announce its partnership with Phillips 66, owner of leading gas station brands Phillips 66®, Conoco® and 76®. OpenStore® will be launching new websites and mobile apps for each of the brands in May of this year.

The new websites will each be fully integrated with a branded mobile app to create a complete experience for 76, Conoco and Phillips 66 consumers at more than 7,000 branded stations. The apps and websites will allow consumers to access updated gas prices, in-store promotions, play games, and more. Customers will be able to send feedback from their mobile phone, search for locations and receive time-sensitive electronic mobile coupons.

With this partnership, individual Phillips 66 Marketers, Resellers and dealers can also sign up with OpenStore®, allowing them to create their own unique Phillips 66-, 76- or Conoco-branded website. These locations will also be able to create store deals to post on their website and provide coupons to send to app users.

"Customers love the convenience of using apps and being rewarded for their loyalty as a customer," said Jason Toews, Co-founder and CEO of OpenStore®/GasBuddy. "OpenStore® helps our clients optimize the customer experience. We're thrilled to have the Phillips 66 Company on board, and we are proud to be part of their continued success."

"We are excited to align with the well-recognized GasBuddy brand," said Andy Viens, President of Global Marketing for Phillips 66. "Consumers today are depending on their mobile devices for special deals and promotions, and the OpenStore® product allows our customers to uniquely promote their businesses to these mobile savvy consumers."

Source: NACS, The Association for Convenience and Fuel Retailing

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Phillips 66 Signs Deal with IMG Gonzaga to Reward KickBack® Points Cardholders

KickBack® Points cardholders will have new ways to earn loyalty points.

HOUSTON (Jan. 13, 2014), KickBack Rewards Systems - Phillips 66 is proud to announce a new sponsorship with IMG Gonzaga, where KickBack® Points cardholders will have new ways to earn loyalty points. Also, participating Conoco® and 76® branded sites in the Spokane, Wash., area will benefit by driving new customers to their stations.

"We're excited about our new sponsorship with IMG Gonzaga, which allows us to use our KickBack Points program in creative ways that benefit our Spokane customers, our branded retail sites, and Gonzaga students," said Andy Viens, President, Global Marketing for Phillips 66.

The sponsorship allows KickBack Points cardholders to earn additional loyalty points with the "Earn Double Points when the Zags Win by Double Digits" promotion. When Gonzaga wins a men's or women's home basketball game by double digits, KickBack Points cardholders can earn double loyalty points for the next 48 hours on certain purchases at participating Conoco and 76 stations in the Spokane area. In addition, through Feb. 27, 2014, Phillips 66 is matching consumers' KickBack Points, up to 1,000,000 points, in funds toward scholarships for Gonzaga students.

KickBack, Conoco and 76 now have a presence at McCarthey Athletic Center for both men's and women's basketball games. The sponsorship will be promoted through in-game and post-game radio, arena signage and on-court promotions.

"We're happy to welcome Phillips 66 to the IMG Gonzaga family," said Mark Livingston, General Manager, IMG Gonzaga. "We look forward to the beginning of a great relationship and growing the KickBack Points program through our terrific fan base."

Consumers can earn and redeem KickBack Points when they purchase fuel and other convenience store items from participating Conoco and 76 stations in the Spokane area.

"This is a great opportunity for KickBack Points to drive new business by promoting the benefits of being a KickBack cardholder directly to a wide audience of potential customers," said Pat Lewis, President and CEO of KickBack Points. "We're looking forward to generating excitement for the program through the already exciting atmosphere that Gonzaga basketball creates."

KickBack is the exclusive loyalty card program provider for Phillips 66. With more than 15 years of experience, KickBack is recognized as the market leader in building rewarding customer experiences that generate brand loyalty, build repeat store visits and increase bottom line sales. KickBack's innovative approach to loyalty is a simple and flexible solution that also provides insights about convenience store customers. Retailers interested in learning more about KickBack Points can contact marketing@kickbackpoints.com.

Source: KickBack Rewards Systems

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UPDATE: To date, participating PSX branded KickBack sites on the Gonzaga promotion experienced a 33% increase in KickBack card enrollments and a 71% increase in point redemption.

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