Visible Results News - Article

COMET OIL TO LAUNCH LOYALTY PROGRAM - 5 May 2004 - Convenience Store/Petroleum, www.cspnet.com

Comet Oil has announced plans to launch a Comet Rewards loyalty card program at its Shell-branded gasoline station and convenience store in Beaufort, S.C. Slated to kick off over the Memorial Day weekend, the program will be based on the GraphiCard card technology and Customer Relationship Management (CRM) system from Visible Results USA. The company chose Visible Results' offering because of its potential to support the development of a "customer-centric" business model, said Billy Winburn, executive vice president of Savannah, Ga.-based Comet Oil. With the patented Visible Results technology, program members' cards are inserted into a smart point-of-sale terminal during each sales transaction. A thermochromic process enables the front of the card to display points garnered through the most recent purchase, along with other personalized data designed to pique consumers' interest. Such data-customized for each 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. Comet Rewards members will earn one point for every dollar they spend at the site's gas pumps or convenience store, with double points awarded for purchases made with a Shell credit card. Points will be redeemable for merchandise and in-store discounts. Winburn said he believes the program's point and prize structure will spur heavy enrollment and go far toward cultivating repeat business while bolstering sales.