IRVING, Texas -- Excentus Corp., a provider of fuel-site marketing programs, technology and integration services, said that its technology is enabling an alliance between SUPERVALU's Shop n Save franchise supermarkets and Sunoco Inc. for a cross-marketing program that gives consumers discounts at Sunoco's participating fuel outlets for making purchases at the participating Shop n Save grocery stores in the greater Pittsburgh area.
More than 40 Shop n Save supermarkets and 70 Sunoco fuel outlets are already running the fuel promotion, with more locations being added each week.
The program is made possible by the Reward Marketplace suite of products, powered by Excentus Corp.'s Reward Marketing Engine and Reward Link. These application technologies enable the integration and automation of fuel and retail operations, facilitating cross-marketing programs that generate incremental in-store sales, the company said.
The Reward Marketing Engine Central Host provides the link between Shop n Save grocery stores where shoppers earn gasoline discounts for making purchases and Sunoco-branded fuel outlets nearby where the rewards are redeemed.
Many Shop n Save franchisee stores participate in the program called Pump Perks, which is facilitated by the Shop n Save Rewards Card. SUPERVALU's supply chain organization in New Stanton, Pa., manages the fuel cross-marketing program.
Brandon Logsdon, general manager at Irving, Texas-based Excentus, said, Shop n Save stores are able to reap the benefits of offering gasoline discounts as an incentive without the cost of building fuel sites themselves. Also, they were able to offer the promotion right away by aligning with Sunoco as opposed to ramping up the program after adding fuel sites to their locations.
As a result of this strategic alliance, Shop n Save supermarket owners and Sunoco executives report increased traffic, fuel volume and in-store sales, according to Excentus.
Shop n Save, a division of SUPERVALU Holdings PA LLC, is a network of 73 independently owned and operated grocery retail stores in Pennsylvania and West Virginia.
Refiner-marketer Sunoco, Philadelphia, has nearly 4,700 retail sites selling gasoline and convenience items.
Meanwhile, in March, Excentus announced that Pilot Point, Texas-based Stephens Grocery & Market has partner with Martin Eagle Oil Co. Inc. to become the first grocer in North Texas to launch the Reward Marketplace program.
The incentive program, branded Gas Perks, will reward shoppers who purchase goods at Stephens Grocery & Market with discounts on fuel purchased at the onsite Stephens fuel island operated by Martin Eagle Oil.
The Stephens Gas Perks program will reward customers with a five-cent discount per gallon of gasoline for every $50 spent inside the store. In addition, Stephens will offer bonus Gas Perks for purchasing specially promoted items inside the store. Shoppers will redeem their discounts by presenting their Stephens Gas Perks loyalty card at the fuel pumps located in the grocery store parking lot. And every customer who purchases gasoline at the onsite Stephens fuel island, whether they have shopped for groceries or not, will automatically receive a two-cents-per gallon discount for simply scanning their Stephens Gas Perks card at the fuel dispenser.
Martin Eagle Oil, Denton, Texas, is a petroleum wholesaler serving the retailing, government, industrial, trucking and farming markets for in Texas and Oklahoma. It owns and operates several convenience stores and unattended commercial sites and supplies independent locations on a lease and consignment basis.