Since May 2006, Aral has been focusing on customer loyalty, and growth in fuel sales has enabled Aral to increase its market share in the service station market to 23%, despite tough competition. According to Walter Clements, chief executive for Aral, „Introducing the PayBack card has enabled us to boost customer loyalty and win a lot of new customers. We award points to almost every second buyer, and Payback has not only improved our fuel business but the program is also responsible for increasing car wash sales and shop purchases.”
More than 20% of all members have filled up more often at Aral since May 2006, and 65% of all PayBack customers who buy their fuel from Aral come from the other PayBack partners as a result of the program’s networking effect. One method of attracting new customers has been to send out PayBack vouchers entitling cardholders to collect multiple points. For example, for members who have not bought fuel at Aral before, the promise of multiple points gives them an incentive to switch. (petrolplaza.com)
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