Cenex Loyalty Program Yields 1.4 Million Rewards Points
Company continues to drive Cabela’s CLUB Visa Card
Published in CSP Daily News
ST. PAUL, Minn. -- The loyalty partnership between CHS and Cabela’s has succeeded in building business for Cenex marketers and earning customers who shop at Cenex convenience stores an additional 1.4 million reward points, according to the company.
“The program has been a big success. In our first two years, the Cabela’s CLUB Visa transactions at Cenex locations have increased by 80%, resulting in $152.8 million in new sales for Cenex marketers,” said Gary Braaten, CHS director of refined fuels marketing and retail development. “It’s been a win-win for end users as well as retailers, since cardholders are earning double points every time they fill up or shop at a Cenex location.”
Under this exclusive partnership, Cenex is the only petroleum brand that can offer its customers double Cabela’s CLUB points--redeemable for free Cabela’s gear--and a co-branded Cabela’s CLUB Cenex Visa Card.
CHS employs a comprehensive marketing strategy to promote the program, including consumer-directed print, radio, online, television and direct marketing. Complimentary merchandising kits and local store marketing tools are provided to retailers, and CHS funds the rebates; as a result, Cenex marketers profit from a free, turnkey loyalty program with 2.4 million members to help them attract new customers and boost business.
“This is yet another valuable benefit and traffic-builder that is available only to retailers who choose to join the Cenex family,” said Braaten. “There is good synergy between our Cenex brand and the Cabela’s brand.”
Cenex ranked as the fifth fastest-growing c-store chain in 2011, according to The Nilson Report; there are currently 1,400 locations in 22 states. In 2010, Cabela’s ranked as the ninth-largest issuer of Visa credit cards in the United States.
CHS Inc., St. Paul, Minn., is a diversified energy, grains and foods company committed to providing the essential resources that enrich lives around the world. A Fortune 100 company, CHS is owned by farmers, ranchers and cooperatives, along with thousands of preferred stockholders across the United States. CHS supplies energy, crop nutrients, grain, livestock feed, food and food ingredients, along with business solutions including insurance, financial and risk management services. The company operates petroleum refineries/pipelines and manufactures, markets and distributes Cenex-brand refined fuels, lubricants, propane and renewable energy products.
Cabela's Inc., based in Sidney, Neb., is a leading specialty retailer and the world's largest direct marketer of hunting, fishing, camping and related outdoor merchandise.