Marathon Petroleum has announced a reward plan called 'MakeItCount' which is incentivising consumers with unique offerings that enable them to earn points on both fuel and non-fuel items at select locations.
This reward plan offering came as a result of collaborations between other brands, like Southwest Airlines, La Quinta Inns & Suites, the Arbor Day Foundation. The partnership with these companies enable consumers to put their Marathon reward points toward offerings from the listed brands, which include discounted travel accommodations, cheaper flights and more.
Marathon's Brand Director, William McCleave stated that “we believe MakeItCount offers consumers an ideal mix of choices, and as a result of the program structure, is differentiated from other major oil brand programs.”
Image Credit: Marathon Petroleum
What's Driving This Trend
- Collaborative Reward Programs
- Collaborating with other brands for unique offerings that enable consumers to earn points and redeem them for discounts or freebies.
- Fuel-based Incentive Programs
- Creating reward programs that incentivize consumers with points on both fuel and non-fuel items at select locations.
- Multi-brand Reward Redemption
- Offering consumers the ability to put their reward points towards discounts and free items from partner brands/products.
Who This Affects Most
- Oil and Gas
- Disruptive innovation opportunities in incentivizing and retaining customers utilizing fuel-based reward programs that include collaborative partner brands.
- Hospitality and Travel
- Disruptive innovation opportunities in collaborating with fuel-based retailers for unique reward offerings that include travel and accommodations.
- Retail
- Disruptive innovation opportunities in partnering with fuel-based retailers for offering discounts and free items/incentives to drive customer loyalty.
