Marathon Petroleum Expanding Loyalty Card Program

Announces plans for marketers to offer instant cents-off discount rollout

Published in CSP Daily News

Marathon Petroleum Corp. MPC (CSP Daily News / Convenience Store Petroleum)

FINDLAY, Ohio --Marathon Petroleum Corp. (MPC) debuted a plan to roll out an instant cents-off-per-gallon discount program on fuel purchases across its Marathon-branded marketing network. MPC will expand its current loyalty card programs to offer Marathon-branded station operators enrollment in an instant, at-the-pump, cents-off-per-gallon discount program with deployment following a successful enrollment process.

The new cents-off-per-gallon discounts will be available in the form of gift cards and promotional cards.

An enhancement to traditional gift cards, customers can receive an instant discount at the pump in a variety of cents-off-per-gallon denominations via prepaid cards good for a total of 100 gallons, which may be redeemed over multiple fueling transactions at participating locations. In addition, Marathon-branded promotional cards will be offered to provide discounts on a single transaction of up to 20 gallons.

The enrollment period began April 2 for MPC's Marathon-brand fuel marketers. For the marketers that sign up by fourth-quarter 2014, MPC will fully fund the deployment of proprietary technology to enable this instant cents-off-per-gallon discounting at qualifying sites.

This technology is available through a partnership with Drop Tank, an incentives-based product company. MPC will begin deployment following the successful enrollment of a majority of the company's branded marketing network.

"We see this as an investment in the core of the Marathon brand network that will provide dividends for many years," said MPC brand marketing director Bill McCleave. "This solution is flexible, efficient, and easy to employ, giving Marathon Petroleum and its jobbers a new offering to attract and retain customers, as well as drive additional sales."

MPC is the nation's fourth-largest refiner, with a crude oil refining capacity of approximately 1.7 million barrels per calendar day in its seven-refinery system. Marathon-brand gasoline is sold through approximately 5,200 independently owned retail outlets across 18 states. In addition, Speedway LLC, an MPC subsidiary, owns and operates the nation's fourth-largest convenience store chain, with approximately 1,480 c-stores in nine states. MPC also owns, leases or has ownership interests in approximately 8,300 miles of pipeline. Through subsidiaries, MPC owns the general partner of MPLX LP, a midstream master limited partnership (MLP). MPC's fully integrated system provides operational flexibility to move crude oil, feedstocks and petroleum-related products efficiently through the company's distribution network in the Midwest, Southeast and Gulf Coast regions.

Part of CSP's 2014 Convenience Top 101 retailers
Keywords: 
fuel prices, loyalty