MAPCO Express, Inc., is a wholly-owned subsidiary of Delek US Holdings, Inc. With headquarters in Brentwood, Tenn., MAPCO operates 373 convenience stores in eight states under the MAPCO Express®, MAPCO Mart®, East Coast®, Discount Food Mart™ , Fast Food and Fuel™, Delta Express®, and Favorite Markets® brand names. Its stores are wholly company branded however market fuel under various major oil company brands including BP and Marathon.

MAPCO Express is one of the largest company-operated convenience store chains in the United States and one of the leading C-store operators in the Southeast. More than half of the store locations are in Tennessee.

Implemented solutions

Comarch Loyalty Management

Comarch Loyalty Management offers all the tools needed to build a successful loyalty program, created for both individual and business customers. To maintain high levels of customer satisfaction, program participants  can be easily engaged through the built-in marketing geo-located offers and promotion actions, such as lotteries, special auctions, coupons or benefits for rewarding the best customers.  

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Business challenges

 

The goal of Comarch Loyalty Management implementation for MAPCO Express was to provide a tool for setting up, running and monitoring an innovative loyalty program that will make it possible to:

  • get better insight into customers by identifying their behavior and collecting profile data 
  • increase customer retention by providing attractive offers tailored to individual customer needs
  • increase fuel and non-fuel transaction volume and basket size 
  • create new income opportunities

MAPCO’s main challenge was to create a program which is convenient, easy to use and valuable for customers.

 

The Solution

 

The Comarch Loyalty Management system was launched in December 2011 and the project was completed within 11 months. The system implemented in MAPCO consists of three flexible integrated modules. Business Administration is used to configure all accumulation rules, rewards, redemption thresholds, setup marketing campaigns, and perform system administration tasks.

Contact Center application is used by Customer Service Agents to resolve all customer related requests and claims. Customer Web Application powers the web portal mapcorewards.com and enables program members to edit their profile, update reward selections, check account balance, browse the transaction and redemption history etc.

Comarch Loyalty Management tightly integrates with POS infrastructure and processes transactions in an online mode.

Points redemption process is always automatic in order to speed up checkout process. By taking advantage of real-time processing, Comarch Loyalty Management enables to communicate with customers instantly through personalized messages at the fuel pump, on the receipt and in store.

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