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Arvato transforms Texaco card loyalty programme

04 April, 2012
Page 18 

Arvato has developed and implemented a bespoke loyalty platform for Valero Energy's Texaco-branded Star Rewards card-based customer loyalty programme.

The migration of the Star Rewards IT platform is said to deliver a number of market-leading business processes that should help deliver a stronger commercial return on investment. The Star Rewards programme, launched in 1986 in the initial format of sticky stars, has progressed over the years to a card-based loyalty scheme that currently processes customer rewards earned in over one million transactions a month across 850 Texaco branded service stations in the UK.

The Arvato platform acts as a central hub for all services relating to the loyalty programme including the customer service centre, fulfilment, promotions, rewards management, analytics, reporting, audit and campaign management.

The platform allows the Texaco brand team to link customer segmentation information to a promotions engine. This forms the basis for a powerful revenue-generating tool, ensuring that relevant multi-channel campaigns and promotions are delivered to targeted groups in a timely manner. The data warehouse within the platform provides online and on-demand analytical programme reporting. Bespoke requirements were configured into the platform to deliver a flexible points allocation engine, based on product type, value or volume as well as audit functionalities. The loyalty platform is hosted in Arvato's global hosting infrastructure, to eliminate single points of failure.

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