On August 14, the Fuel & Energy Business Association held the online forum “Loyalty Programs 360°: Implementation, Technologies, Standards.” The discussion focused on strategies for implementation, technological integration, and management of loyalty programs built on data, personalization, and active engagement with both staff and customers.
Key Speakers of the Forum:
Oleksandr Zubrytskyi — Strategic Marketing Expert in the fuel and FMCG sectors.
Pavlo Yaroshenko — Representative of LoyaltyAI, FinTech solutions specialist.
Andrii Kopylov — Head of the Standards Committee at FEBA, business trainer with extensive experience in the fuel industry.
What Was Discussed at the Forum?
1. Loyalty Program Implementation Strategy (Oleksandr Zubrytskyi)
Oleksandr presented a clear classification of loyalty programs: discount, bonus, club, and partner. He emphasized that an effective loyalty program can boost sales by up to 50% — provided it is personalized and supported by high-quality customer data management.
Key recommendations included:
- clear program objectives;
- simple participation rules;
- personalized benefits;
- CRM integration and staff training.
Special focus was placed on the role of internal stakeholders — owners, IT directors, financial, HR, and operations managers — who must be engaged from the very start of program development.
2. FinTech in Loyalty: Analytics, Bank Cards, and Automation (Pavlo Yaroshenko)
Pavlo shared cases of integrating bank cards with loyalty programs and implementing automatic transaction identification. This approach enables up to 80% customer penetration and helps identify thousands of “dormant” or previously unrecognized clients.
Key messages included:
- FinTech does not replace but complements classical loyalty programs;
- banking data provides deeper insights into customer behavior;
- personalized offers based on geolocation, spending, and purchase history are crucial for customer retention.
3. Loyalty at Gas Stations: The Role of Staff (Andrii Kopylov)
Andrii presented practical approaches to motivating and training staff, emphasizing that station operators are the first line of communication with customers about loyalty programs. He highlighted the importance of KPIs, daily monitoring, and a clear understanding of the program’s value.
Next Steps for the Market
During the discussion, experts outlined a list of recommended actions for companies planning to launch or update their loyalty programs:
- analyze target audience and competitors;
- build business cases with financial forecasts;
- develop technical specifications for IT teams;
- integrate with CRM, payment systems, and mobile apps;
- launch personalized communications and customer reactivation tools;
- implement bonus balance visualization and phone number identification in apps;
- roll out customer segmentation systems and AI-powered analytics for marketers.
The “Loyalty Programs 360°” forum once again confirmed: loyalty is not about discounts — it is about engagement, data, and trust.
The Fuel & Energy Business Association thanks all participants and speakers for their professional knowledge-sharing and encourages fuel sector companies to implement modern practices that strengthen business and create real value for customers.
A full recording of the webinar is available on the Association’s YouTube channel.
