How ExxonMobil Drives Customer Engagement

The Background

ExxonMobil, headquartered in Texas, is one of the world’s largest publicly traded energy providers and chemical manufacturers. In addition to marketing fuels, lubricants and chemicals, the company also offers consumers ways to save on fuel and eligible items in the convenience store through its loyalty program, Exxon Mobil Rewards+.

In 2015 ExxonMobil engaged Comarch to support the launch of a multi-partner loyalty coalition program. The concept was ambitious, partnering major brands in Retail, Streaming, Telecommunications and Finance with ExxonMobil’s Fuel and Convenience offerings. A project of this scope required intense technical integrations to ensure real-time data flows across all the unique architecture environments of each coalition partner.

Given the complexity of the real-time data exchange between the loyalty coalition host, network providers, and multiple POS vendors across all Exxon and Mobil stations, Comarch was selected due to its vast experience with the most complex loyalty integrations around the globe. Thus, Comarch built, implemented, and managed a customized loyalty middleware comprised of various Comarch Loyalty Management functionalities and custom-built features specifically needed for the project.

The coalition program was eventually phased out, but after several years of participation, ExxonMobil had already experienced the benefits of a loyalty offering – and saw this as an opportunity to continue developing its loyalty strategy while gaining even more control over its execution.

Business Challenges

In 2018, ExxonMobil decided to continue its engagement with Comarch by choosing them to power its standalone loyalty platform, Exxon Mobil Rewards+. Together, ExxonMobil and Comarch shared the initial goal of creating an effective loyalty program that would:

Attract consumers in a hyper-competitive fuel market
Increase engagement
Boost loyalty and share of wallet
Drive purchase frequency
Provide customers with a seamless experience
Transform the customer experience beyond just points and rewards, to make the day-to-day lives of members more efficient

The Implementation

Comarch Loyalty Management (CLM), Comarch’s premier loyalty engine, enabled the scope of the project to be extended to include over 12,000 Exxon and Mobil stations. Despite being a large technical endeavor, the implementation process took only six months.

Key benefits of CLM

Ease of use
Advanced promotion designer
No IT skills needed
Real-time data processing
High flexibility and scalability
Modular architecture with ready-to-use interfaces
Robust APIs
Interactive dashboards and reporting

Since the initial implementation, ExxonMobil has continued to expand Comarch’s scope of work, implementing additional solutions and services to enhance the program.

Comarch's Marketing Automation Premium software enables ExxonMobil to design personalized customer journeys and messaging, while decreasing the costs of campaigns. Marketing Data Analytics also provides tools for in-depth analytics and reporting to improve promotions and marketing activities.

These products were paired with a suite of managed services led by a team of Comarch experts who support ExxonMobil in analytics, program management, marketing, and data science tasks.