After having introduced the OMV SMILE & DRIVE loyalty system in the Czech Republic at the end of 2010, OMV – an integrated, international oil and gas company – has also provided its sites in Slovakia with the loyalty program since the end of 2011. OMV SMILE & DRIVE is based on the Loyalty Management platform of Comarch, a CRM solution focused on customer loyalty which presents comprehensive information and functions for optimally managing the loyalty program.
The loyalty program at OMV gas stations in the Czech Republic and Slovakia is addressed to customers who not only purchase fuels, but also so-called convenience goods (items for the daily need) and services. The Loyalty Management platform of Comarch was introduced to optimally respond to the customers’ requirements with adequate offers. The platform includes, amongst others, applications for managing campaigns as well as for analyzing customer data and behavior. Based on this, the company is enabled to access the appropriate information and to control respective activities accordingly.
“Though competition gets tougher and tougher, we want to keep our existing customers, increase their brand loyalty as well as gain new customers,” explains Oliver Göpfert, Business Program Manager for Loyalty Management at OMV. “With the expanded integration ability provided by Comarch Loyalty Management, the business requirements can be ideally supported through IT,” adds Ezio Zanelli, OMV Program Manager on the IT side. Krzysztof Salawa who manages the project on the part of Comarch states: “The competition on the fuel market makes many companies to offer customers more than just fuels – such additional services represent a good gas station today. Therefore, information about customers, their habits and preferences is invaluable for companies.”
The further implementation of Comarch Loyalty Management in the fuel industry underlines the strong position of Comarch in this market segment. Currently, Comarch loyalty systems are used, amongst others, at BP in six countries (Germany, Great Britain, Spain, France, Portugal, Poland), at LOTOS (Poland), at Statoil/PremiumClub (Poland), and at Okko (Ukraine). A variety of customer loyalty solutions are maintained by Comarch in diverse industries worldwide. More than 1.7 million transactions of 70 million customers on three continents are processed at the Comarch data center each day.
Comarch is an international provider of IT solutions for the optimization of business processes and customer relationship management. The company is headquartered in the Polish city of Krakow and has over 3,500 employees in 19 countries. Its portfolio comprises solutions for telecommunications, banking and insurance industries, trade and services as well as business software for small and medium-sized enterprises (ERP, CRM, BI, EDI, DMS/ECM). This range of products is complemented by IT infrastructure solutions, hosting, outsourcing, and cloud services. As a full-service provider, Comarch additionally offers comprehensive implementation and integration services for its solutions. In Germany, Austria, and Switzerland, Comarch conducts business at 15 locations and has about 300 employees.