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 replaces the hugely popular Tiger Tokens / Esso Collection scheme, which has been in operation since 1994. TigerMiles represents Ireland's most extensive smart card deployment to date and is 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 new scheme will provide Esso customers with an overview of points accrued and enable them to redeem these points much more quickly than using the old-style token-based system. TigerMiles also puts 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 could be expected to be considerably time consuming, particularly from the retailers point of view. However, the systems are fast and user-friendly enabling a seamless transition for both customer and retailer at 17,500 service stations in 24 countries across Europe.