For Immediate Release
Piggly Wiggly Stores Use Excentus
To Add Fuel Purchases to Rewards Program
Shoppers receive points by buying fuel as part of a customer loyalty program
IRVING, Texas , Jan. 16, 2005 – Piggly Wiggly supermarkets in Ladson and Greenwood, S.C.
are revving up their points-based loyalty program for shoppers.
The retailer has added fuel to their marketing program by connecting the IBM controller and POS
system inside the stores with the fuel pumps outside with technology supplied by Excentus Corporation,
the leader in fuel site marketing, technology and integration services. The program enables consumers
to earn points for their gasoline purchases and later select rewards using various redemption options.
“It’s one-stop shopping. With fuel prices today, you can accumulate points quickly,” said
Mike Hawkins, Retail Technical Operations Manager of Piggly Wiggly Carolina Co., based in Charleston, S.C.
Here’s how the program works at the 33,000 sq. ft. conventional supermarket in Ladson and the new 35,000 sq. ft. unit in Greenwood: Shoppers first scan their PFC Card (Pig’s Favorite Customer) at the Pig Fuel Express and find out how many points are in their account. They can cash in some or all of their points for fuel, or buy gas normally and accumulate more points, called Greenbax.
“The main reason we got into fuel was to add more value to our existing loyalty card,” said Hawkins. “We’ve done that with the ability to issue and redeem Greenbax at the pump and the ability to use our loyalty card to pre-pay for fuel inside the store. We have found that Greenbax at the pump generate a lot of excitement.”
In addition to fuel, purchasing any item in the supermarket also adds points to the customer’s account. Other Greenbax Partner Businesses in town also distribute points to customers for purchases as part of the broad-based rewards program that includes merchants as varied as fast-service restaurants, dry cleaners and clothing stores.
Shoppers can redeem Greenbax at Piggly Wiggly stores for groceries or fuel, or at other Partner Merchants for a variety of products and services. Shoppers can also redeem points for rewards in a special online catalog.
Total sales at the established supermarket in Ladson have increased since the Excentus
interface was installed, according to Hawkins. In-store signage and announcements, as well as circular ads and promotions at the pump have contributed to the program’s initial success.
“One of the reasons we went with Excentus is their ability to integrate with the IBM 4690 system,” said Hawkins. “The Reward Fuel Controller software is solid and works well. It is the key to bringing up sales information from the fuel site as part of our daily balancing effort.”
Greenbax Awards is one of the nation’s oldest customer loyalty programs. In the 1950s, Greenbax Enterprises began as a sister company to Piggly Wiggly Carolina and offered trading stamps. It became electronic in the 1990s and offered many earning opportunities and redemption options. Each customer’s balance is stored electronically on their PFC Card for continued savings or redemption.
"We're pleased that Piggly Wiggly has selected Excentus as their partner for an important part of their growth strategy. We also look forward to working with them as they expand in the future," said Brandon Logsdon, EVP and COO of Excentus.
Other retail customers of Excentus rely on a suite of products and services called Reward Marketplace that takes cross-promotions to a high level of efficiency and effectiveness. Reward Marketplace can be implemented in several ways, ranging from operating the fuel site (pumps, readers, payment processing, full POS functionality, etc.) to providing the network platform that gives retailers the ability to offer gasoline discounts as part of their overall marketing strategy.
The Reward MarketplaceÔ suite has been installed by a growing number of grocers around the country. They include Harmons in Utah, Buehler Foods in Indiana, and Farm Fresh in Virginia, among others. This widespread geographic footprint provides a platform for expansion of Reward MarketplaceÔ throughout the country.
Retailers typically rely on Excentus’ technology to integrate fuel-site operations with the Point of Sale (POS) system in the store. The Reward MarketplaceÔ suite is powered by Excentus’ Reward Marketing EngineÔ and Reward Fuel ControllerÔ. These powerful application technologies enable the integration and automation of fuel and retail operations, facilitating innovative cross-marketing programs that generate incremental in-store sales and create measurable ROIs.
Excentus (formerly CCISTech) is the leader in delivering innovative fuel site marketing programs, technology and integration services. Headquartered in Irving, Texas, Excentus was founded in 1996. It is a privately-held company with over 50 customers in the U.S. and Canada. For more information, contact Scott Wetzel at (972) 972-6796, or visit www.excentus.com.
About Piggly Wiggly Carolina Co.:
Piggly Wiggly Carolina Co. operates 116 stores in South Carolina and southeast Georgia. Founded in 1947, the company employs more than 5,000 people and is the largest privately-owned, family-operated company in South Carolina. For more information, visit www.thepig.net.
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