Visible Results News - Article

CHILDERS TAPS VISIBLE RESULTS FOR LOYALTY PROGRAM - 17th March 2004 - CSPNet, www.cspnet.comE

Childers Oil Co. has chosen Visible Results USA's GraphiCard technology and Customer Relationship Management (CRM) system as the base of a rewards program to be implemented in 30 of its Double Kwik Convenience stores. With the patented technology from Overland Park, Kansas-based Visible Results USA, program members' cards are inserted into a smart point-of-sale terminal during each sales transaction. A thermo-chromic process enables the front of the card to display points garnered through the most recent purchase, along with other personalized data. Such data-customized for each Visible Results client-can include highly targeted offers, details of special promotions and sales, advertising messages, particulars of instant win games and more. A rewriteable magnetic strip incorporated into the back of the card stores specific data about transactions as they occur. It also enables the back of the card to be rewritten every time it is presented, turning it into a self-contained database that eliminates extensive, costly systems integration while encouraging repeated use and customer loyalty, the company said. "This program allows marketing efforts to be tailored to specific segments of our customer base," said Childers Oil owner Don Childers. "It also provides the flexibility needed in the fast-paced business of convenience stores and brings a unique technology into our area." Childers added that unlike many loyalty card programs currently on the market, the Visible Results program focuses on customer rewards rather than on discounts. "We will strive to reward our strong customer base for their years of loyalty, as well as prove to them our level of commitment for the future," he said. Rewards will include free car washes; drinks and snacks from Pepsi Cola, Coca Cola and Snyder's; as well as Double Kwik-branded bottled water. Established in 1966 in Whitesburg, Ky., Childers operates 40 c-store/gasoline station sites throughout eastern Kentucky and Virginia. All stores operate under the Double Kwik banner, while the petroleum portions of the sites feature such brands as BP, CITGO, Exxon, Marathon, Shell and Texaco.