Close
 

AA Smartfuel works for customers and retailers

  • In Association with AA Smartfuel
  • June 20, 2017
AA Smartfuel works for customers and retailers

With its scale, affordability and consumer convenience, AA Smartfuel works for retailers like no other loyalty programme.

AA Smartfuel users accumulate cents per litre off their fuel spending as they make routine purchases and swipe their AA Smartfuel or AA Membership card.

They can track how many cents per litre they’ve saved using the programme’s app, which more than 400,000 Kiwis have downloaded, and redeem their savings with fuel purchases at over 350 BP and Caltex stations nationwide.

AA Smartfuel has serious scale, says director Ian Sutcliffe.

The programme began from scratch seven years ago and has now grown to 2.3 million unique cardholders. “If you can get free fuel, there’s probably not too many Kiwi drivers who don’t want to be a part of that,” he says.

This group of shoppers is highly engaged, Sutcliffe says. Just over a million cardholders earn or redeem a fuel discount at least once every month at more than 1400 retail partners, and 1.3 million have opted in  to receive email communications from  AA Smartfuel.

They actively seek out discounts by shopping with AA Smartfuel partner retailers, and watch their discount balances creep up with every purchase.

A key point of difference against other loyalty programmes is that AA Smartfuel operates on cents saved per litre of fuel, not points.

Sutcliffe says this system is more transparent than a points system, and simpler for the consumer to stay engaged with.

The cents-per-litre discounts accumulate with the customer’s spending across different retailers and services, rather than being issued as one-off paper fuel dockets.

This is another aspect of AA Smartfuel’s emphasis on transparency. Customers can use the app to track how much of a discount they’ve earned in real-time, giving them a sense of control, as well as instant gratification.

With its tagline “ordinary spending, extraordinary savings”, AA Smartfuel enables shoppers to accumulate savings without disrupting their routines.

The savings on fuel then free up money for them to spend elsewhere, Sutcliffe says: “It’s meaningful rewards in quick order.” AA Smartfuel partners have already given away $95 million in fuel discounts during the last 12 months.

The programme is affordable for retailers, Sutcliffe says, as retailers only pay for the fuel discounts that their customers redeem. 

AA Smartfuel doesn’t “clip the ticket” on unredeemed rewards, so retailers can afford to be more generous with the reward they offer their customers, leading to more customer engagement.

On average the programme costs the partners less than 1 percent of sales, yet delivers far more. As well as building customer loyalty, retailers gain insights and data about their customers, while protecting the personal privacy rights of such customers.

Sutcliffe  says providing customer insights is a win-win for AA Smartfuel, retail partners as well as  the customer. “We want partners to have more insights so that they can give relevant offers to their customers.”

AA Smartfuel has recently partnered with Countdown in an arrangement which sees Countdown’s Onecard and the AA Smartfuel card rolled into one.

The newest addition to its suite of partners is Contact Energy, which offers cardholders discounts on their power bill in addition to fuel discounts.

Sutcliffe says Contact is using the programme as both a retention tool, as well as acquisition: “Our proposition allows you to do both.” Contact Energy says:

“Partnering with AA Smartfuel and becoming another key player in their extensive network of partners, has given Contact direct access to a rewards programme that’s tangible and instant- which was something the majority of businesses and households told us they really valued.

“Since Contact launched its new range of AA Smartfuel plans in April we’ve seen this strategy of working with a new partnership really come to life quickly, as thousands of customers have already taken advantage of the everyday generous value fuel rewards we are offering.”

There’s plenty of growth left for the AA Smartfuel programme, which continues to add new cardholders at a rate of 25 - 30,000 per month. It has several new retail partners waiting in the wings, but is actively seeking more.

Director: Ian Sutcliffe

M.: 027 5668851

E: ians@aasmartfuel.co.nz

W: www.AAsmartfuel.co.nz

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

 

Direct sales: How multi-level marketing works

  • News
  • April 18, 2019
  • Sarah Dunn
Direct sales: How multi-level marketing works

The $200 million-plus direct sales economy contains many lessons retailers can use. As part of a wider look at this thriving corner of retail, we created a quick explainer showing how this business model typically works.

Read more
 
 

Direct sales: Meet the upliners

  • News
  • April 18, 2019
  • Sarah Dunn
Direct sales: Meet the upliners

We profiled different participants in the direct sales industry to find out what retailers can learn from them. Meet Isagenix distributors Adam Nesbitt and Bianca Bathurst.

Read more
 
 

Direct sales: Meet the business builder

  • News
  • April 18, 2019
  • Sarah Dunn
Direct sales: Meet the business builder

As part of a wider story looking at what retailers can learn from the direct sales industry, we profiled Isagenix distributor Ben Frost.

Read more
 

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

 
topics
Concept to closet
Business coverage of New Zealand Fashion Week.
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Sisterhood
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 
News

Leveling up: Exploring multi-level marketing in New Zealand

Is the $200 million-plus direct sales economy retail by another name or something different? Regardless, what can we learn from it?

 
 

A spectrum of retailers

  • Opinion
  • April 18, 2019
  • David Farrell
A spectrum of retailers

In recognition of April being Autism Awareness Month, retail commentator Dave Farrell considers the role of those on the spectrum in retail.

Read more
 

How on-trend is your retail business?

  • Sponsored Content
  • April 18, 2019
  • Sponsored content
How on-trend is your retail business?

New insights from Visa highlight five evolving trends emerging from savvy retailers around the world. We’ve taken these global trends and looked at how they are playing out with merchants in New Zealand, and we’d now like to hear what you think of them.

Read more
 
Next page
Results for
Topics
Jobs
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email anita.hayhoe@icg.co.nz or call 022 639 3004

View Media Kit

}