It may be fortuitous for ExxonMobil that when news of its 'Smart Card' was unveiled yesterday, the national average price of gasoline (at $3.63 per gallon) had spiked by 10 cents per gallon in just the past week. With prices going in that direction consumers have to pay attention to any break they can grab. This might be a good one.
The loyalty card will make its debut on Friday, August 31 and it will offer consumers a 6-cents-per gallon rebate on their gasoline and diesel fuel purchases.
ExxonMobil acknowledged that oil companies had seen a slump in proprietary, loyalty card sales in recent years and they are hoping to 'reinvigorate' the ExxonMobil program. (Few companies seem to have the consumer following that Shell has when it comes to loyalty cards and undoubtedly, it's a smart move to follow their playbook.)
People who use loyalty cards, a.k.a. 'rewards' cards are among the most loyal customers often making three to four transactions per month. Many have had an ExxonMobil card for 20 years or more.
A code at the register, in wallet cards and on applications allows customers to scan and go directly to the ExxonMobil website. At that point ExxonMobil can track what types of websites the customer previously visited and will target those sites for advertising of their offers.
ExxonMobil executives say their goal is to receive 250,000 completed applications. And, they say that retailers may also consider offering a free car wash or a free ExxonMobil gift card to further promote the new "Smart Card."
The 6-cents-per gallon offer is "a leading rebate" on oil company cards, the company says. To qualify, consumers must buy 45 gallons during a statement period. The rebate is capped at 100 gallons per month, or $6, and will appear as a statement credit.