Gulf to Launch New Loyalty Experience Programme

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Gulf Oil tapped Stuzo, a customer loyalty and fuel base digital payments solutions company, to empower its new digital loyalty and payments program. 

Debuting later this year, Gulf will launch its next evolution of Gulf Pay on Stuzo’s Open Commerce Platform, which offers intelligent 1:1 loyalty, contactless commerce, and cross-channel member loyalty capabilities. Gulf launched roll-back fuel discounts at the pump through Gulf Pay in 2017.

“To meet the ever-changing needs of our consumers, we selected Stuzo to help bring our vision for a seamless and personalised loyalty journey to life,” said Gulf Oil Vice President of Marketing & Payments Nikki Fales. 

The new program will utilise Stuzo’s patent-pending Wallet Steering System to hyper-personalise Gulf’s fuel offers and payments program capabilities, delivering more reasons for consumers to remain engaged and provide additional insights and revenue for Gulf’s network of branded distributors and dealers, according to the fuel company.

“This next evolution of Gulf Pay empowers our distributors and dealers to personalise the consumer experience — at the pump and in-store — and to profitably drive loyalty,” Fales added.

Gulf will also incorporate Stuzo’s suite of products, including Open Commerce Activate, Transact and Experience, to build and scale an industry-leading program that delivers measurable business outcomes to its portfolio of retailers, the company noted. The new program will launch to consumers in 2022.

“Our mission is to help Gulf steer a greater share of consumer wallets to the Gulf brand and its distribution partners and drive increased consumer lifetime value,” said Jake Kiser, chief customer officer at Stuzo. “We are honoured to partner with Gulf on this journey.”