Poles are keen to take part in loyalty schemes in sectors such as petrol stations. Orlen Vitay and Circle K Extra Club are the most popular with customers. What do they offer their members, and how do they stand out from the competition?
Petrol station loyalty schemes. Participation in petrol station loyalty schemes
Loyalty schemes These petrol stations are among the oldest in Poland. Orlen and Shell have been operating in this area for almost 20 years. There is also no shortage of new initiatives, such as that of the Amic chain, which launched its Driver Club programme in 2019.
In total, there are eight petrol station loyalty schemes, including three points-based schemes – Shell ClubSmart, Lotos Navigator and Huzar Prezentów, one discount scheme – Moya VIP, and three points-and-discount schemes – Amic Driver Club, Circle K Extra Club and Orlen Vitay.
Research by the Loyalty Programme Monitor indicates that petrol station loyalty programmes in Poland have the highest proportion of active and very active participants, standing at as much as 94%.
What is the incentive rate for petrol station schemes?
The incentive ratio is a figure that expresses how much a participant must spend to become eligible to claim a reward worth 1 zloty. In other words, it represents the relationship between the price of the reward and the value of the funds spent on purchases that entitle the participant to receive it. For Polish petrol stations, the average incentive ratio is 0.75%. This means that for every 10 zlotys spent, participants receive, on average, just under 8 groszy back in the form of discounts or points.
It should be borne in mind that the incentive multiplier varies from one loyalty programme to another. Participants receive the lowest rewards in the Amic network, whilst the highest are available in the Navigator programme. There is no doubt that such a low point value is the main drawback and an obstacle to attracting new participants. The varying incentive multipliers stem from the profit margins on sales within a given sector. For this reason, restaurants and cafés can offer more valuable rewards than petrol stations.
The use of mobile apps in loyalty schemes
Five out of eight petrol station loyalty schemes use mobile apps to communicate with members. Among others, the Huzar and Moya networks have not implemented them. The other players, however, are competing fiercely with one another by introducing new customer benefits. In terms of sophistication, it is worth mentioning the Orlen Vitay mobile app, which offers a very high standard of marketing. In all other apps, the standard features include a map showing the network’s service stations, a transaction history and a rewards catalogue.
The validity of points in loyalty schemes
Each loyalty scheme has a points expiry period, after which the points accumulated are reset to zero. Shell ClubSmart offers the longest validity period – as long as 4 years. For the other programmes, the validity period ranges from 9 to 36 months. In order for a member to retain their accumulated points, they must remain active in the programme during the specified period.
It is worth highlighting the Orlen Vitay programme here, which not only has the most advanced mobile app but also offers the widest range of features. Programme members can choose from a selection of rewards, which they can categorise as virtual or physical. It is also worth noting that the points collected – which are highly sought-after – can be used not only to redeem discount vouchers but also to donate to charity. At the same time, Orlen Vitay runs its own programme for shareholders – Orlen in Your Portfolio – under which participants can enjoy discounts at petrol stations.
These are not the only innovations introduced by petrol stations. Shell Club Smart also stands out, as it allows you to personalise your card on the website. Meanwhile, with the Circle K Extra Club scheme, you can link your payment card to your loyalty account. Lotos Navigator has also introduced other features and helps you choose the right engine oil.
Participants’ satisfaction with the programmes
The innovations introduced would be meaningless if they were not accompanied by positive feedback from users. As stated in the Loyalty Programme Monitor, published this year, Orlen Vitay and Circle Extra Club boast the highest participant satisfaction scores, at 79% and 68% respectively. A common feature of these programmes is their wide range of rewards, which may contribute to the high ratings given by participants.
Furthermore, in this year’s survey, Orlen Vitay came top as the favourite loyalty scheme. It also took second place in the ranking for declared participation, just behind the Moja Biedronka programme. It is the only petrol station programme to have ranked so highly, beating over 120 other organisers.
W i360 Not only do we assist with the management of loyalty programmes, but we also monitor the most significant campaigns organised in Poland and abroad. This also applies to petrol station networks. Our services focus on the development of strategies and the implementation of loyalty programmes. At the same time, we take care of the legal, tax and logistical aspects. Our clients can also rely on our proprietary management software and on the optimisation of processes for running B2C and B2B programmes.
