Technology Integration and Implementation Challenges
Enterprise has a similar conflict with multiple major oil company loyalty programs, though noting an upcoming loyalty app with a car wash subscription program in addition to an app which currently only provides discounts. Bill Ridge , VP of technology at Eastern Petroleum Company, described diffi - culties integrating loyalty with foodservice programs given its ordering kiosk programming does not communicate directly with the POS. These limitations make it harder to offer targeted promotions that drive foodservice growth. As an aside, an initiative of theirs is to drive loyalty by providing in-app employee discounts. This works as both a retention tool and profit booster. VP of Information Technology at Nouria Energy Abhi Patel also referenced the problem of disconnected systems. He observed that social, loyalty, and payment systems often operate in silos. “It feels like it’s disconnected as far as the technology, that we don’t have full visibility of each consumer, whether they’re on our social media or app versus in-store.” Patel argued for more universal solutions that combine payment and loyalty but acknowl- edged the challenge of adoption. Luis Ackerman , vice president of technology at The Spinx Company, conceded the disconnection with their programs and data and shared his team is working to clean up data in order to reach a maximal impact. He is optimistic this will result in strong data and stronger programming, though over a long 24-month timeline. Related, Peters referenced the tie-in to tobacco discounts and the chal- lenges that presents with data compliance and app functionality.
While the group was energized by innovative ideas, technology challenges were a recurring concern, returning a familiar theme to the discussion from previous CTVG meetings of major oil company integration chal- lenges. Miller noted complications from having multiple loyalty programs tied to major oil brands. “We don’t want to be a single building conve- nience store asking you to download 2, 3, 5 different apps, only one of which is ours, just to get your maximum value.” Austin noted Graham
“ But you have to transform your data, you have to modernize your approach with your data because if you’re still using your old database, your old transactional-style databases, then you’re going to have a hard time pulling that data out and using it and organizing it, transforming it, and keeping it into a state that you can use it consistently. Luis Ackerman , Vice President of Technology, The Spinx Company
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