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Consulting project for the marketing oil department of Galp energia: boosting customer loyalty by increasing value perception and incentivizing purchase frequency analysing the current situation of a B2B fuel loyalty program and benchmarking the best practices of international oil companies
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Loyaltyprogramshavetobeadjustedforthepurchasingbehaviourofthetargetclient.ThisresearchprojectexploreshowGalp’scurrentB2Bprogramadaptstothistypeofclient,usingquantitativeandqualitativestudiestocomparetheperceiveddiscountwiththecompetition’sprograms,tofindthepainpointsfortheconsumerandtounderstandhowtheprogramimpactsconsumption.Inthefinalpartofthestudy,variousloyaltyprogramsofsuccessfulinternationalfuelcompaniesarebenchmarkedinordertohaveabetterunderstandingofthebestpracticesinthisfield.
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B2B fuelling Loyalty program Perceived discount International benchmark