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市場調查報告書
歐洲加油站零售業中B2C卡的價值
B2C Card Propositions in European Forecourt Retailing
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本報告已在2011年07月19日停止出版。
本報告書內容包括：歐洲主要9國市場中利用的加油站卡調查分析、卡片的加油折扣水準、與夥伴企業的親密合作計畫、利用酬賓回饋計畫刺激銷售、聯名卡帶來的收益・忠誠度提昇等動向・建議總結。內容綱要摘記如下：
DATAMONITOR的見解
分析
- 燃料零售業者：沒有必要在酬賓回饋計畫當中再提供一般汽油的折扣優惠
- 大型燃料零售業者：一般沒有加油的折扣優惠
- 推出加油折扣活動的燃料零售業者的各種理由
- 擁有多數夥伴的多家零售業者的酬賓回饋計畫：擴大燃料零售業者的聯名卡效用
- 實行親密合作協同酬賓回饋計畫的企業有許多發展的可能性
- 只有大型燃料零售業者參與協同酬賓回饋計畫
- 即將展開獨自計畫的零售業者：以汽車利用人口為焦點將他們分群
- 已經執行獨自計畫的燃料零售業者：無法利用與保險業者或飯店合作的優勢
- 燃料零售業者：著眼非燃料產品及提高銷售金額，利用以增加高級汽油銷售量為目的的酬賓回饋計畫
- 燃料零售業者：差異性大的非燃料商品的點數還元方法
- 酬賓回饋計畫：應以利用既有顧客提高銷售量為目標
- 各種規模的燃料零售業者：為提昇品牌形象而利用酬賓回饋計畫
- 在特定市場中，燃料零售業者為擴大收益並提高忠誠度，應利用企業聯名信用卡
- 燃料零售業者：應尋找更進一步刺激顧客利用信用卡的方法
- 聯名卡雖然擁有很高的收益潛力，但燃料零售業者仍未充份利用
- 想要展開聯名卡計畫的燃料零售業者：應與最受歡迎的發行企業合作
- 對採用聯名卡的燃料零售業者而言，打進已被接受的機制中非常重要
- 燃料零售業者的主要焦點：促進英國・愛爾蘭的信用卡發行
附錄
圖表
Overview
Introduction
Fuel retailers continue to offer a range of cards for their private customers.
As they have had to respond to card markets at different stages of maturity,
propositions are very fragmented ranging from schemes that provide rebates, to
multi-retailer loyalty programmes and co-branded credit cards. This brief
examines the different types of customer cards available.
Scope
- Profiles of fuel retailer customer cards across 9 European markets,
including data on fuel discounts and third party relationships.
- An overview of the levels of fuel discount offered and a discussion of how
the necessity to offer fuel discounts varies between markets.
- Insight into how fuel retailer-affiliated card propositions with a large
number of partners can increase the usefulness of the cards to customers.
- Examples of how fuel retailers have used cards to encourage customers to
make higher value purchases.
Highlights
Most fuel retailer card propositions do not offer rebates on fuel; fuel
retailers are more likely to allow points to be redeemed against shop
products. However, some supermarkets and fuel retailers with smaller networks
have been motivated to offer discounts on fuel. These range from less than 1%
to 5%.
Fuel retailers should use their cards to encourage existing customers to make
purchases that they otherwise would not have. Shell in the UK has been
particularly innovative in this respect. It offers selected card holders
double points on purchases of its premium fuel.
In markets that have a high usage of credit, it is advisable for fuel
retailers to launch a co-branded credit card. One of the main benefits of a
co-branded credit card is that the fuel retailer retains a proportion of the
card revenues generated which in turn can be used to fund higher discounts on
fuel.
Reasons to Purchase
- Gauge which features you should include in your card programme and how
these should be tailored to different markets.
- Gain a view on how customer cards can be used to increase awareness and
sales of non-fuel products, and encourage the purchase of premium fuels.
- Maximise the utility of your customer card for motorists by entering into
the most appropriate multi-retailer scheme.
- DATAMONITOR VIEW
- ANALYSIS
- Fuel retailers do not have to offer regular fuel rebatesas part of their
loyalty programs
- The larger fuel retailers have generally chosen not tooffer rebates on
fuel
- There are a number of reasons behind fuel retailers' decisions to offer
rebates on fuel
- Multi-retailer loyalty schemes with a large number ofpartners increase
the utility of fuel retailer-affiliated cards
- There is much potential for companies that run syndicatedloyalty
schemes to launch additional programs
- Given the shortage of schemes, only large fuel retailershave been able
to join a coalition loyalty program
- Fuel retailers entering into an independent scheme shouldseek to
create motorist-focused groupings
- Fuel retailers in independent schemes have not takenadvantage of the
potential partnerships with insurance companies andhotels
- Loyalty schemes can be used by fuel retailers to increaseawareness and
sales of their non-fuel products and encourage the purchaseof premium fuels
- Fuel retailers differ significantly in how they enable theredemption
of points on non-fuel items
- Loyalty schemes should be used to up-sell to existingcustomers
- Fuel retailers of all sizes can use loyalty schemes toimprove their
brand image
- In certain markets, fuel retailers should use co-brandedcredit cards to
raise revenues and increase loyalty
- Fuel retailers should seek to exploit consumers' growinguse of credit
cards
- Despite the higher revenues that can be generated fromco-branded
credit cards, fuel retailers have yet to exploit this areafully
- Fuel retailers wishing to launch a co-branded credit cardshould seek
to partner with the most popular issuers
- It is important for fuel retailers introducing aco-branded credit card
to enter into one of the popular acceptance schemes
- Fuel retailers' primary focus should be on developingcredit card
offerings in the UK and Ireland
- APPENDIX
- Definitions
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
- List of Figures
- Figure 1: Jet offers customers in Germany a 5% worldwiderebate on fuel
- Figure 2: Only four European fuel retailers belong to asyndicated
loyalty scheme
- Figure 3: Of those fuel retailers participating inindependent loyalty
schemes, only Tesco in the UK has a car insurancecompany and a hotel chain
as members
- Figure 4: Redemption on non-fuel items is focused onservice station shop
products and catalogue gifts
- Figure 5: In a consumer survey, over 85% of Italianrespondents believe
that their trust is increased by companiesparticipating in ' socially
responsible activities'
- Figure 6: By 2011, Finland, Norway and Turkey will havethe highest
number of credit card transactions per adult
- Figure 7: There are no co-branded credit cards in Italyand Switzerland
- Figure 8: In most European markets there are generallytwo or three major
credit card issuers
- Figure 9: EuroCard/MasterCard and Visa are by far thelargest acceptance
schemes in Europe
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