Esso
2001 saw Ireland’s largest fuel retailer, Esso, deploy over 280 smart card terminals at sites across the country, as part of the new 'Esso TigerMiles' customer loyalty scheme. The project replaced the hugely popular Tiger Tokens / Esso Collection scheme, which was in operation since 1994. TigerMiles represented Ireland's most extensive smart card deployment to date and was the first to be put in place by a fuel retailer.
ACT were subcontracted by Fujitsu to develop the software application behind the smartcard driven solution, taking Esso Ireland’s loyalty scheme from traditional paper vouchers to the latest in smartcard technology. ACT customised its widely acclaimed GEL – Generic Electronic Loyalty® product to provide an innovative and world-beating solution for ESSO.
The 2001 scheme provided Esso customers with an overview of points accrued and enabled them to redeem the points much more quickly than using the old-style token-based system. TigerMiles also put Esso in a strong position to keep churn at a minimum by rewarding their customers based on their individual buying patterns.
Administering a scheme of this size might have been considerably time consuming, particularly from the retailers point of view. However, the implemented systems were fast and user-friendly enabling a seamless transition for both customer and retailer at 17,500 service stations in 24 countries across Europe.
