Fuel Rewards® Program Strengthens Its Expertise in Data Analytics, Customer Insights and Merchant “Proof of Value” of National Coalition Loyalty

Two executive appointments deepen firm’s focus on BI, CRM and Loyalty Metrics

DALLAS--()--The Fuel Rewards® program (www.fuelingloyalty.com) is aligning its executive management team with two key appointments that position the company for continued growth. The promotions will support the program’s expansion into core competencies around data analytics, customer insights and segmentation, business intelligence, mobile marketplace trends and emerging data that confirms the value of merchant participation in a national coalition loyalty program.

Thomas Wightman is promoted to EVP and Chief Financial Officer, and Greg Phillips takes on a new role as the company’s SVP of Business Intelligence and Customer Relationship Management (CRM).

The moves come in the midst of several major initiatives with the Fuel Rewards national coalition loyalty program, including the roll-out of a new mobile app for its five million members, an upcoming payment card offer platform that vastly expands the network of retailers and merchants from which members can earn rewards, and a push to bring even more retailers and brands into the nationwide program.

“These key personnel changes position the Fuel Rewards program for a dynamic future with our merchant partners and growing customer base,” said Brandon Logsdon, President and CEO of Excentus, owner and operator of the Fuel Rewards program. “It was imperative to sharpen our organizational focus to support the company’s rapid growth, the program’s expansion, our growing consumer member base and the strategic opportunities that are emerging around data from millions of loyalty program members and their transactions and activities.”

The Fuel Rewards program uses cents-per-gallon fuel savings as the ultimate consumer reward for everyday purchases made by members every time they shop at more than 10,000 restaurants, more than 1,400 retail locations nationwide, and nearly 700 online merchants who belong to the program. Members can redeem fuel savings at more than 11,000 participating Shell and other select fuel stations around the United States. Last month, it announced that it had helped members reach more than $500 million in fuel savings since the program’s launch in 2012.

“As our program expands across membership, offerings, merchants, and the channels in which consumers can earn rewards, we want to leverage deeper insights to help shape, hone and fine-tune marketing initiatives, communication strategies, member segmentation plans, and merchant reporting and proof of value,” Logsdon said. “Through this evolution and growth as a national coalition loyalty program, we are learning from our members’ activities, and can provide retailers, merchants, marketers and advertisers with insight-rich data they need about the return on investment for our program, run targeted CRM campaigns on their behalf, and provide them access to customers that don’t shop their stores today.”

Wightman, Phillips cement strategic growth

In his new role as CFO, Wightman will continue to oversee finance, accounting, and business intelligence, and also will work more closely with corporate development and strategic initiatives. During his eight-year tenure, the company has invested in a robust suite of essential tools and systems that enable business and marketing teams to deeply understand member behavior and develop targeted communication strategies.

Phillips moves into a new position as SVP of Business Intelligence and Customer Relationship Management (CRM). He will support the company’s drive to leverage its growing customer and program member database, and develop opportunities arising from member insights and business intelligence.

For more information about the Fuel Rewards program, its emphasis on customer analytics and business intelligence, or to schedule an interview with a subject matter expert within the company, please contact Vanessa Horwell at ThinkInk (vhorwell@thinkinkpr.com) or +1-305-749-5342 ext. 232, or Amanda Williams at awilliams@thinkinkpr.com or +1-305-749-5342 ext. 238.

About the Fuel Rewards program

Excentus Corporation is the creator of and patent-holder for marketing programs and services that utilize price roll down discounts at the pump as the ultimate consumer reward. Excentus has spent more than 15 years developing and perfecting the Fuel Rewards® program's technology and program features to make it easy for consumers to save money on fuel and convenient for businesses to build loyalty and create value for customers. The growing Fuel Rewards® program, formally Fuel Rewards Network™, provides members with the opportunity to earn free fuel simply by purchasing the things they normally would from more than 1,400 retail locations, nearly 700 online merchants, and 10,000+ restaurants, and redeeming their rewards at participating fuel stations across the country. To date, Excentus has helped more than 10 million consumers save hundreds of millions of dollars on fuel. Excentus currently holds nine patents on the technology behind the cents per gallon model and licenses various uses of its patent portfolio to provide private-label fuel discount programs through its business unit, Centego II, LLC. Headquartered in Dallas, Texas, Excentus was founded in 1996 and is a privately held company with more than 200 employees. For more information, please visit www.excentus.com.

Contacts

ThinkInk
Vanessa Horwell, +1-305-749-5342 x 232
vhorwell@thinkinkpr.com

Contacts

ThinkInk
Vanessa Horwell, +1-305-749-5342 x 232
vhorwell@thinkinkpr.com