Comarch Loyalty Management for MAPCO Express

About MAPCO Express

MAPCO Express, Inc. is a wholly-owned subsidiary of Delek US Holdings, Inc. with headquarters in Brentwood, Tennessee. Delek US operates 373 retail fuel and 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 Product

• CPG discount rules – used for cents per gallon discounts; for gas stations that support price rollback at the pump it is possible to configure the system to lower the price per gallon on the dispenser display before the customer starts pumping fuel.
• Line item discounts – used for partial discounts for individual products purchased,
• Reward clubs – when a customer purchases a certain product, one automatically becomes a club member and the system tracks the number of club products purchased. After the customer made the correct amount of qualifying purchases, he is instantly rewarded free item on next purchase,
• Automatic ticket level discounts – used for providing discounts based on the total value of the transaction,
• Random rewards – giving away random rewards are used for creating the “wow effect”,
• Bank discounts - gives the customer the same discount type as immediate discounts, but instead the customer can utilize the discount in the future,
• Giveaways – available only for registered customers. Qualification is based on the number of loyalty card swipes; each swipe the customer increases their chance to win a special reward.

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. In addition the system offers other ways of communication with program members. Certain events during the customer lifecycle may result in creating an email communication. Apart from those predefined events, the solution allows to create marketing campaigns, surveys and use email to target audience.

Target audience for communication and/or accumulation rules may be tailored to a specific group of customers by leveraging the customer
segmentation concept.