Applegreen (Petrol Forecourts)

Brief
Applegreen is the leading forecourt retailer in Ireland. Their existing loyalty scheme wanted a ‘refresh’ led approach levering a big creative idea and to increase customer engagement, helping Applegreen to maintain its status as the countries’ leading motorway service operator.

Solution
The ‘Seat Swap’ positioning encourages customers to trade their driving seat for a more exciting alternative. Each of the five themed ‘seats’ represent a suite of different rewards that customers can claim against points earned on fuel and in-store purchases.

The five different seats comprise of:

A deck chair - representing exciting travel rewards, including up to €100 off any sun holiday with Click & Go and 12-month membership to Hotel Express.

A spa lounger - representing relaxation and wellbeing, giving customers the opportunity to redeem a three-month subscription to The Mindfulness App and free beauty and wellness treatments.

A roller-coaster seat - representing discounted passes for up to 12-months to hundreds of exciting venues and top attractions across Ireland and Northern Ireland.

A comfortable armchair - comfort at home while you enjoy free audio books, digital photographs of the family and for those reaching the top tier, access to 12-months, half price movie rentals with the Applegreen Movie Club.

...and finally a cinema seat- representing discounts on shows and events, access to 2-for-1 dining clubs plus discounted cinema passes.

In addition to these rewards, Seat Swap also provides a wide range of offers and discounts needing no points redemption and no minimum spend.

Results
The campaign launched in Summer 2018. Pure Loyalty, together with Applegreen are looking forward to seeing how the program unfolds over the next few months.

We are already seeing increase in redemptions, which is encouraging as this, demonstrates strong customer engagement with the loyalty scheme.