Engagement & Loyalty Growth

Chevron Texaco Rewards needed to improve performance in key regional markets by:

• Driving incremental gallons in underperforming regions.

• Re-engaging members at risk of churn.

• Demonstrating that coordinated multi-channel offers could deliver both both immediate impact and sustained lift.

• Partnered with Analytics to define target cohorts by geography and behavior.

• Collaborated with agencies to create custom in-app offer cards, aligned with email and push for cross-channel consistency.

• Tailored value propositions by market:

  • Las Vegas: $0.25/gallon + 250 bonus points daily, redeemable multiple times for two weeks.

  • Miami: One-time $0.25/gallon reactivation incentive for disengaged members.

• Structured for both campaigns with control groups to isolate incremental impact.

Las Vegas: Coordinated launch across email, push, and in-app; creative emphasized localized messaging and urgency to drive repeat fueling.

Miami: Delivered targeted one-time incentive across channels, with messaging focused on simplicity of redemption and re-engagment.

Las Vegas: Campaign drove strong adoption and repeat usage during the two-week window, with measurable lift vs. control. Gains persisted post-campaign, showing that multi-channel offers can shift behavior beyond incentive period.

Miami: Successfully reactivated a meaningful share of dormant members, validating targeted incentives as a tool for churn mitigation.

• Led strategy, targeting logic, and offer structure.

• Partnered with Analytics to define segmentation and measure lift.

• Aligned with Customer Success in advance so they could anticipate and address member questions during the campaign

• Directed agency partners to produce and implement in-app offer cards, coordinated with points delivery.

• Oversaw execution in Salesforce Marketing Cloud and loyalty dashboards to ensure accurate delivery and reporting.

• Localization is powerful: Regional offers can unlock meaningful lift and strengthen local performance.

• Multi-channel orchestration amplifies results: Coordinated touchpoints ensured reach and consistency.

• Sustained impact is possible: Behavior change extended beyond the incentive period.

• Targeted reactivation restores value: Focused incentives helped recover at-risk members.

We discovered that members often joined without a strong reason to fuel consistently, especially beyond the initial incentive bonus. The challenge was to motivate repeat fueling behavior and reinforce program value in a way that felt both personalized and rewarding.

• Milestone Design: Introduced a 40-gallon monthly fueling target with a 100-point bonus for completion.

• Dynamic Personalization: Messages were tailored with each member's name, gallons pumped, gallons remaining, and a personalized progress bar.

• Tiered Journeys: Built three dynamic tiers aligned to fueling behavior:

  • 0 gallons: Encouragement to get started.

  • 1–29 gallons: Momentum-building reminders.

  • 30–39 gallons: Urgency messaging (“you’re almost there”).

• Cross-Channel Orchestration: Coordinated email, push, and in-app inbox so that weekly reminders reinforced progress at multiple touchpoints.

• Weekly touchpoints with refreshed, real-time content based on each member's progress.

• Creative adapted automatically to the member's tier, elimanting the need for multiple builds.

• Copy emphasized momentum ("Keep it going") and urgency ("last chance to hit your bonus") as members advanced.

• Created a clear behavioral curve, with members steadily progressing toward the milestone throughout the month.

• Demonstrated sustained engagement — members interacted across multiple weeks, not just at launch.

• Proved that personalized progress tracking (names, gallons, progress bar) was a strong motivator.

• Showed how operational efficiency is possible when dynamic templates adapt content automatically at scale.

• Designed milestone logic, targeting, and dynamic tier structure.

• Partnered with Analytics to set gallon thresholds and track progression curves.

• Collaborated with Operations to integrate data feeds and validate accuracy.

• Directed agency partners to build scalable creative templates.

• Executed campaign in Salesforce Marketing Cloud with dynamic content scripting and internal dashboards.

• Progress framing drives motivation: Milestone goals with visible progress create accountabiilty and urgency.

• Behavior thresholds unlock levers: Using fuel milestones as triggers provided new ways to shape engagement.

• Dynamic creative reduces complexity: One campaign template scaled personalization effectively.

• Engagement pacing is critical: Weekly reinforcement kept the milestone top-of-mind without causing fatigue.