Fuel brand Jet is celebrating the success of its ‘Treat Yourself’ summer promotion, which saw its customers given the chance to win Amazon.co.uk gift cards every time they spent a minimum of £10 on fuel. More than £21,000 worth of prizes were given away during the promotion.
All Jet dealers were able to participate in the promotion, which was fully funded by the oil company. Customers spending a minimum of £10 on fuel between July 18 and August 21 received a promotion voucher with a unique code to enter on a dedicated Jet website, finding out immediately if they had won £5, £20 or £100 Amazon.co.uk gift card. All entries submitted during the promotion period were also automatically entered into a grand prize draw to win one of seven £1,000 Amazon.co.uk gift cards. The seven winners of the £1,000 gift cards hailed from Ayrshire, North Wales, Derbyshire, Suffolk, County Durham, South Yorkshire and Wiltshire.
The summer promotion was supported by a wide range of point-of-sale material, off-site advertising, social media and direct consumer communications – all of which the oil company funded on behalf of its dealers, making the promotion free and very easy for dealers to roll out. With customers able to enter every time they filled up with £10 of fuel at any participating Jet forecourt, the promotion encouraged many repeat visits.
Janet Messenger, Jet’s brand communications coordinator, said: “Promotions are a great way to thank our dealers and demonstrate our commitment to driving up forecourt footfall for our network. A number of participating sites saw an increase in volumes throughout the promotion period. Our promotions are always run at no cost to our dealers, which we know is a real benefit for site owners. The feedback we’ve had from across our sites has been very positive, with many commenting on the strength of the Amazon.co.uk brand and the ease of online entry for customers. We knew the chance to win an Amazon.co.uk gift card would appeal to customers of all ages.
“Timing wise, it worked really well as, in addition to their regular customers, a lot of sites benefitted from day trippers and tourists over the school holiday period. It’s definitely something we would look to repeat again, based on feedback from our dealers and their customers.”
Margo Duff, owner of Jet’s Parkhouse Garage in Ardrossan, explains why she thinks this summer’s promotion has been such a success for her site: “Our customers were immediately drawn to the Amazon brand – it’s a big brand that everyone is familiar with, so customers were happy to listen to our staff explaining how to enter.
“We had lots of repeat customers who, even after receiving their third or fourth voucher over the promotion period, were keen to pick up another one and enter again. We also had quite a few customers who won the Amazon.co.uk gift card prizes, which is fantastic and really helped because our staff could tell other customers that the site had winners and that they too had a good chance of winning. Overall, the promotion was really well received by our customers and because the prizes were realistic and it was quick and easy to enter, it worked very well.”