OREANDA-NEWS. Bashneft has launched an innovative customer loyalty programme at the Company’s filling stations.

'The loyalty programme is a new project forming part of Bashneft’s efforts to develop a retail distribution channel for petroleum products and to promote Bashneft’s brand,' commented Kirill Kasterin, Vice President for Regional Sales. 'Nowadays we provide our customers not only with high-quality fuel but also with first-rate service, focusing on offering our consumers a higher standard of comfort.'

The loyalty programme involves awarding bonus points for purchases made at a filling station. Customers who fill the fuel tank of their cars with ATUM premium gasoline and buy related goods and services will benefit the most. Additional bonus points are awarded for purchases made at weekends and on holidays, for participation in promotional campaigns and for the total amount of expenses. Awarded bonus points may be spent at filling stations forming part of Bashneft’s network.

'Our loyalty programme incorporates the experience of leading oil companies, as well as state-of-the-art technologies in the sphere of banking, traditional retail and e-commerce,' said Elena Fomina, Director of Bashneft’s Marketing Department. 'The programme is highly personalized, enabling each customer to select their preferred format of participation in the programme based on their personal needs and preferences.'

The loyalty programme has been developed in cooperation with SAP and incorporates a number of innovative solutions which have never been used in the sphere of retail sales of fuel before. These include features such as Predictive Analytics, the Next Best Offer, Real Time Offer Management, contactless reader technology, online registration, a mobile application and an interactive personal account.

To date, the loyalty programme has been introduced at Bashneft’s filling stations in Bashkortostan and Udmurtia. In December this year, the programme will be introduced at the Company’s own filling stations in the Orenburg, Samara, Ulyanovsk, Nizhny Novgorod and Vladimir Regions, as well as in Tatarstan, Mordovia and Chuvashia. The launch of the programme at filling stations in Bashneft’s other operating regions is scheduled for early 2016.