Virginia fuel company introduces new loyalty program

by: Nichole Gunn January 19, 2012

Tiger Fuel Company recently announced plans to introduce the "Return and Earn" customer loyalty program that will aim to provide incentives for new customers to come back and create brand loyalty among existing customers.

Locally owned and operated in Charlottesville, Virginia, since 1982, Tiger Fuel Company's innovative take on the customer reward program has led to the design of the Return and Earn, which aims to save repeat customers money at the gas pump, a place where many Americans are striving to save.

The local fuel distributor is offering up to 21 cents off per gallon at the pump. The program will reward customers with 5 cents off per gallon for every $25 spent inside participating stores including the Markets at Bellair, Mill Creek, Pantops, Fifth Street and Locust Grove.

“We are very excited about this new program," said Stuart Lowry of Tiger Fuel. “There seems to be some misinformation in the public that Tiger Fuel Company is looking to exit the convenience store business. Nothing could be further from the truth. In fact, we’re looking to grow our business, and by providing real, tangible rewards to our valued customers, we’re hoping to provide even more of a reason to visit our Market locations."

Lowry added the purpose of the program is to create new business and stay competitive with larger fuel providers like Exxon. As a locally owned and operated company, Tiger Fuel does not have the resources of the larger corporations and therefore has to come up with new and creative ways to foster brand loyalty among nearby citizens and draw business away from the big guys.

This community has been good to us and we want to do what we can to help at the pump in these tough times," Lowry said. "By that very same token, we are very much committed to the growth of all parts of our business, including our Market locations. Our Return and Earn loyalty program is just another way to thank our loyal customers for their business.”

For the past several months, Tiger Fuel Company has been offering discounts for customers who've paid with cash, as much as 6 cents per gallon, in addition to discounts on gasoline with the purchase of a car wash for 10 cents per gallon.

Small businesses are constantly looking for new ways to compete with larger businesses for the consumer's dollar. Independent coffee shops in Singapore are banding together with the disloyalty card to encourage coffee drinkers in the area to sample the offerings from various small cafes and choose for themselves which option is the best. The disloyalty program is designed to help smaller cafes compete against large chain coffee shops.

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About Nichole Gunn

Nichole Gunn is the VP of Marketing at Incentive Solutions, an Atlanta-based incentive company that delivers advanced, agile B2B customer loyalty and channel sales incentives programs.