What does a modern driver need? Not just quality fuel but also a sense of value and convenience. Loyalty programs have become a key tool for attracting and retaining customers, but regional fuel station networks often face a dilemma: how to compete with large players that have substantial resources and proprietary IT platforms?

On March 26, a webinar titled “Loyalty Programs. Rethinking the Approach” took place, featuring Kostiantyn Melnikov—a retail expert, entrepreneur, and the CEO & Founder of NTI Loyalty.

For a loyalty program to generate real benefits, it should not be seen as just a discount distribution mechanism but as a strategic tool for increasing profits and attracting customers. Here are the key aspects to consider:

Loyalty Is About Profit, Not Just Discounts

Direct discounts erode profit margins and do not build genuine customer commitment. Instead, more effective approaches include:
• Personalization – offers tailored to driving style and customer habits.
• Gamification – rewards for regular refueling or completing specific actions.
• Bundled Offers – combining fuel, coffee, and services into a single loyalty program.

How Can Regional Operators Compete with Large National Networks?

Regional companies can leverage their strengths:
• Flexibility – rapid testing of new formats.
• Personalized Approach – customized offers for customers.
• Local Adaptation – programs tailored to regional specifics.

How to Measure Effectiveness?
• LTV (Lifetime Value) – is the average customer spending increasing?
• Purchase Frequency – are customers refueling more often?
• Participant Conversion – if fewer than 50% of active customers use the program, it needs to be reassessed.

Is Blockchain Necessary for Loyalty Programs?

Blockchain technology enhances fraud protection and enables integration with other businesses, but its implementation is costly and complex. The primary goal should be to make the loyalty program convenient and effective.

A loyalty program is not just about bonuses—it is a strategic tool. The key is ensuring it benefits both the customers and your company’s bottom line. The Fuel and Energy Business Association thanks Kostiantyn Melnikov and all participants for joining the event.

The webinar recording is available on YouTube.