Arvato fuels transformation of the Texaco brand Star Rewards loyalty programme
London. Arvato has successfully developed and implemented a bespoke loyalty platform for Valero Energy Ltd.’s Texaco branded Star Rewards card based loyalty programme. Valero markets fuel under the Texaco brand through the largest independent network of service stations in the UK. The migration of the Star Rewards IT platform will deliver a number of market-leading business processes that should help deliver a stronger commercial ROI.
The Star Rewards loyalty programme, launched in 1986 in the initial format of sticky stars, has progressed over the years to a card based loyalty scheme that currently processes customer rewards earned in over one million transactions a month across 850 Texaco branded service stations in the UK. The Arvato platform acts as a central hub for all services relating to the loyalty programme including the customer service centre, fulfilment, promotions, rewards management, analytics, reporting, audit and campaign management.
The platform allows the Texaco brand team to link customer segmentation information to a promotions engine. This forms the basis for a powerful revenue-generating tool, ensuring that relevant multi-channel campaigns and promotions are delivered to targeted groups in a timely manner. The data warehouse within the platform provides online and on-demand analytical programme reporting.
Bespoke requirements were configured into the platform to deliver a flexible points allocation engine, based on product type, value or volume as well as audit functionalities. The loyalty platform is hosted in Arvato’s global hosting infrastructure, to eliminate single points of failure.
Using Arvato’s migration framework including a proven and robust Seven Step Process, the transfer of programme data was carefully managed with negligible impact on service to members. The migration was a success because of the detailed pre-work where Arvato focused on cleansing the data, deleting legacy data, as well as de-duping, augmenting and transferring all the data into one central platform.
In order to create a strong consensus regarding the platform requirements, Arvato led workshop sessions with all stakeholders, both Texaco brand clients and external suppliers. The workshops also acted as the catalyst for a number of optimisation measures which simplified the programme delivery.
Tim Medcalf, General Manager of Arvato’s loyalty business, said, “The development and implementation of the Texaco brand Star Rewards loyalty platform has been an opportunity to showcase Arvato’s approach to providing right-sized technology solutions for complex multi-stakeholder loyalty programmes.”