Phillips 66 Hands Out Lifetime Achievement Awards, Launches Innovative Retail Programs

Programs announced at 2013 marketing conference help branded customers compete in challenging marketplace.

By John Lofstock, Editor

Phillips 66 yesterday wrapped up its 2013 Marketing Conference & Trade Show in Las Vegas with a flurry of new announcements and marketer awards.

phillips 66 conferenceThe Houston-based oil company, which operates the Phillips 66, 76 and Conoco retail brands, said its new programs were designed to address the current challenging marketplace by helping drive traffic to sites, reduce costs and improve operating efficiencies.

This year’s New Energy, New Possibilities Conference celebrated the spirit of the new Phillips 66 Co., emphasized the role of branded marketing and shared new opportunities, ideas and ways to support its customer’s success. It is the first marketers conference for the company, which was formed last April following a spinoff from ConocoPhillips. The company operates a network of 7,000 branded retail sites and 15 refineries.

“With our industry continuing to change at a rapid pace, we’re focused on developing programs that help our customers compete in the new world of convenience and petroleum retailing,” said Andy Viens, president of global marketing at Phillips 66.

At a reception last night, the company honored three marketers–one each from its fuels, lubricants and aviation divisions–with lifetime achievement awards.

The honorees included:
* Fuels: Sutey Oil Co. in Butte, Mont., operator of 14 Thriftway convenience stores. The company has been in business since 1945.
* Lubricants: Arguindegui Oil Co., which operates 11 Pump n Shop stores, based in Laredo, Texas. The company was founded in 1942.
* Aviation: Showalter Flying Service, in Winter Haven, Fla.

The company also introduced several new marketing programs which will begin rolling out later this quarter.

Convenience Store Alliance (CSA): After completing a successful test run, Phillips 66 is unveiling a new program with CSA this month focused on providing national buying power to branded sites. The goal is to help sites lower operating costs, improve margins and better compete in today’s challenging marketplace.

KickBack Points Program’s KickBack TV: KickBack Points, Phillips 66’s exclusive loyalty program partner, announced the addition of KickBack TV, an in-store television network that sells advertising space to companies—most of whose products are available in branded c-stores. The network is designed to provide an additional revenue stream for participating sites and increase consumer and vendor engagement in the store. The program is free for retailers and will begin rolling out in the fourth quarter.

Phillips 66 Proprietary Card Program: Phillips 66 and GE Capital announced a proprietary credit card program that provides cardholders with a five cents-per-gallon discount on all fuel purchases. The program is free to all branded retailers and will be available beginning in the first quarter of 2014 and is free of interchange fees for Phillips 66 marketers.

Brand Image Central (BIC): To simplify and streamline site branding for customers, Phillips 66 is offering a new one-stop-shop process called Brand Image Central. Brand Image Central will be the single point of contact for site imaging and also provides additional technical support. The improved efficiencies from centralization will allow Phillips 66 branded customers to benefit from these enhanced image services without adding cost. The new program will be available in the third quarter. The programs will be complimented by investments in technologies targeted at reducing costs, improving efficiencies and meeting consumer expectations.

BizLink Mobile Apps: To meet the needs of busy and on-the-go customers, Phillips 66 is bringing its web portal, BizLink, to customers’ pockets with mobile apps. The initial use is focused on providing real time pricing information for Apple devices. Additional functionality will be rolled out later this year to include supply information, alerts and Android compatibility.

* Merchant Customer Exchange (MCX): Phillips 66 has joined MCX, a merchant-owned network focused on developing mobile payment solutions that will better serve merchants and consumers. MCX offers unmatched scale, representing merchants with more than 80,000 stores who collectively process $1 trillion in payments each year. In fact, eight of the top 15 retailers in the U.S. are already members of MCX.

“We know our future success depends on the strength of our customers’ businesses, and we’re deeply committed to responding to their needs and enhancing our marketing programs,” Viens said. “We think these programs are a great first step in strengthening our branded offering and are very excited about the new possibilities they offer to both customers and consumers.”

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    Showalter Flying Service has been based in Orlando, Fl since 1945! Not Winter Haven, FL. http://www.showalter.com

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