Visible Results News - Article

COMET OIL OPTS FOR THERMOCHROMIC CARDS - 13 May 2004 - The Wise Marketer, www.thewisemarketer.com

Comet Oil is launching the Comet Rewards loyalty card programme at its Shell-branded filling station and convenience store in Beaufort, South Carolina. The programme will use GraphiCard thermochromic card technology and Visible Results USA's CRM system. Members will earn one point for every dollar spent at the site's fuel pumps or convenience store, with double points on purchases made with a Shell credit card. Points will be redeemable for merchandise and in-store discounts. The thermochromic process enables the front of the card to display points collected in real time, along with other personalised data designed to stimulate member' interest. Such data - customized for each client - can include targeted offers, details of special promotions and sales, advertising messages, and particulars of instant win games. A re-writeable magnetic strip on the back of the card stores specific data about transactions as they occur. This data is re-written every time the card is presented, turning it into a self-contained database