Nowadays, the number of gas stations and services of network fuel complexes has increased so much that many car owners are completely at a loss as to who is better to "befriend" or not to think about it at all. The Institute of Consumer Expertise conducted a large-scale analysis of Ukrainian gas station networks in terms of the loyalty programs offered, mobile services, and other benefits for car owners.
Evaluating all forms of loyalty that large fuel station networks currently offer turned out to be a rather complicated procedure, since the algorithm for accruing bonuses and points, and the possibility of using them, varies greatly among the loyalty programs of fuel market operators.
The goal of the new research by experts from the Kyiv Institute of Consumer Expertise was to identify favorable factors that would allow car owners to get maximum benefit from constant cooperation with a particular gas station network. Moreover, the benefit means not only fuel discounts, but also the availability of various services that make life easier for the car owner.
Accessibility or entry into loyalty
To gain access to loyalty programs, it is enough to visit each of the gas stations, where you may be offered to become the owner of a loyalty card. There are three options for obtaining a card. The first is free. This service is provided in the WOG, OKKO, Shell, Parallel, and KLO networks, where you will be offered PRIDE, Fishka, ShellSmart, and KartBlanche cards, respectively.
In the Socar, BRSM-Nafta, Amic, and UPG networks, a loyalty card can be obtained after refueling or purchasing goods for a certain amount (from 50 UAH at BRSM-Nafta and from 500 UAH at Socar) or a certain number of liters (from 10 liters at UPG, from 20 liters at BRSM-Nafta, and from 25 liters at Socar). At TNK gas stations, you will be offered to buy the MAXI bonus card for 10 UAH.
It is worth noting that only in the PRIDE loyalty program of the WOG gas station network, new participants receive a discount of 1 UAH on each liter of fuel for a whole month after registration.
What is also important is registration in the loyalty program, since it is known that the main advantages of the card begin to "work" only after registration.
For most networks (Socar, Shell, KLO, BRSM-Nafta), this involves filling out a paper questionnaire and waiting up to 21 days for the questionnaire to be registered. Such registration channels as the website (personal account) are available for all gas station operators. But only at WOG gas stations can you register "without leaving the checkout," namely, dictate your phone number to the gas station operator, and an operator from the GL will immediately call you back to complete the registration.
Simple registration and the reward for it ensured the PRIDE program's advantage over competitors. The Parallel network also allows you to use the card on the day of receipt.
Where bonuses come from
Although bonus systems in many gas station networks are similar, there are also significant differences for car owners. Thus, the most optimal option for accruing bonuses is when you receive them both for purchasing fuel and for other goods and services at the gas station complex. Moreover, it is better to accumulate bonuses when they are "tied" to the hryvnia, since as fuel prices rise, the number of accrued bonuses also increases (WOG, OKKO, KLO). It is worth noting that at some gas stations (Shell), bonuses in the form of points are accrued only for fuel purchases. At the same time, more points are awarded for more premium fuel (for example, for Shell V-Power Nitro+) – not one, but two points per liter of fuel. At some gas stations, for example, TNK and Socar, bonuses are accrued as percentages converted to hryvnias. Moreover, these percentages are more flexible, as for some services they allow you to "earn" more "kopecks." Another thing they paid attention to is the speed of receiving bonuses. For example, at OKKO gas stations, bonuses are available for use only 14 days after the transaction (for 14 days, bonuses are kept "in reserve" and are not available for use by the client). Whereas at WOG gas stations, bonuses are accrued immediately after refueling and are also immediately available for use.
An important advantage is also what points or bonuses are awarded for. For example, at WOG gas stations, bonuses are accrued both when purchasing fuel at WOG gas stations and when making purchases at WOG-CAFE at gas stations and outside gas stations (for example, on Intercity trains), and at WOG MARKET. At OKKO, the situation is similar, but for premium Pulls fuel, 2 times more points are awarded, and for purchases in restaurants – from 3 to 6 times more points. In the Shell network – only for fuel purchases. It is also worth emphasizing that if a client refuels large volumes of fuel at the WOG network, special rewards are provided for such clients, which they are informed about via SMS or email. At OKKO, when refueling from 50 liters, there is also an additional discount – 50 kopecks/liter.
In addition, some loyalty programs involve partnerships with other trade organizations, when purchasing goods from which bonus points also "fall" onto the card. This mechanism works in the Russian TNK network. However, it is worth noting that only Fishka is a coalition program that unites, in addition to OKKO, other major partners – the supermarket chain "Furshet," digital technology stores "Allo," Raiffeisen Bank Aval, the insurance company "Universalna," online stores "ShipShina," pharmacies "Dobroho Dnia," and others. Such a composition of partners allows you to quickly accumulate points.
Additional services are also very important. For example, OKKO has a service called "Kopeiechna zdacha" (a similar service is familiar to many users of supermarket chains) – which allows you to receive points for small change when paying at the checkout, which immediately become active for use.
There are also bank cards issued jointly with Raiffeisen Bank Aval, paying with which in any store or on the Internet, the client receives points for every hryvnia spent, and for payments in the partner network – 5 times more points. Recently, OKKO clients can also use another unique service that is not available in other programs – Fishka Online – this is profitable shopping in popular online stores with the ability to accumulate points (it includes 46 stores).
Spending bonuses
As a separate item, it is worth considering the possibility of spending accumulated bonuses. There are also some peculiarities here.
Thus, within some loyalty programs, they can be used to pay for fuel and goods purchased in the store or cafe at the gas station (Parallel, WOG, TNK, Socar, UPG), while in others they can only be exchanged for goods from the proposed list/catalog (Shell).
Often, accumulating bonuses for interesting items in catalogs requires a very long time, unlike the ability to spend similar savings on more accessible services and goods provided by the gas station or its "subsidiary" structures.
For example, TNK bonus-hryvnias can be spent in the network's partner stores, of which there are about 30.
It is worth noting that at OKKO, points can be spent on items from the catalog, on purchases in the store or cafe at the gas station, exchanged for a fuel discount, as well as for discounts in the program's partner networks – supermarkets "Furshet," digital technology stores "Allo," and the restaurant chains A la minute, Pasta Mia, and Meiwei.
Promotions
In addition to the benefits provided by the bonus/point/hryvnia accumulation system, in many networks car owners can participate in profitable promotions. The leader in the number of promotions at the time of the Institute of Consumer Expertise research was WOG. Its list of promotions included 16 items. Moreover, in this network, no additional registrations are needed to participate in a promotion – all participants of the Pride loyalty program automatically participate in all promotions.
The most interesting promotions in the WOG network at the time of the research include the joint project with VISA Gold Carbon (UniCreditBank), which provides an opportunity to get additional benefits for refueling at WOG and paying with the VISA GOLD CARBON card of UniCredit Bank – this is a 6% cashback of the amount spent, which is a saving of about 1 UAH/liter, which is returned to the bank account. By the way, this company does not forget about those celebrating birthdays – with the "PRIDE" card, they receive a one-time discount of 1.50 hryvnias per liter of gasoline or diesel fuel, and 50 kopecks per liter when refueling with liquefied gas.
Also, WOG has partners that provide special discounts on their goods and services. Thus, in the certified service center of the company "Avtosoius," owners of "PRIDE" loyalty cards receive discounts from 10 to 20% on spare parts and work when servicing Volkswagen AG vehicles – Volkswagen, Skoda, Audi, Seat, Porsche, Bentley. Those whose OSAGO policy (Auto Civil Liability) is expiring can buy a new policy directly on the WOG website (www.wog.ua). This service became possible thanks to cooperation with the insurance company "VUSO." At the same time, the client receives a 20% discount on the policy, zero deductible, 10 liters of fuel as a gift, and free roadside assistance. In addition, "Pride" card holders receive discounts from other WOG partners – in the KIMS dry cleaning chain, Novus supermarkets, GOFIT fitness clubs, "Baza Avtozvuka" stores, etc.
Attractive promotions are also held in the OKKO gas station network. At the time of the research, 14 were found. These are profitable offers in the store, promotions with the opportunity to receive additional points for purchases of goods in the cafe and restaurant, and ongoing offers for those celebrating birthdays.
But the main summer promotion of the network is especially interesting, in which each participant can win from a fuel discount of up to 5 UAH per liter to a new Volvo V40 Cross Country. The promotion is a win-win, all participants learn about the result instantly. Each participant, even if they do not find the coveted word "AUTO" under the protective coating, will definitely receive a fuel discount. At the same time, clients who refuel from 50 liters of fuel automatically receive an additional discount – 50 kopecks/liter.
Among the "lucky ones" who pulled out a card with the inscription "AUTO" during the month, a non-standard football competition will be held, the winner of which receives a car. Interesting offers are also available for owners of the Visa Fishka card, who within 90 days from the date of registration receive a discount of 1 UAH/liter of fuel at OKKO, and owners of Visa Business Fishka – similarly on a permanent basis.
Some gas station networks – WOG, OKKO, Shell, Socar – have developed applications for smartphones based on Android and iOS processors for their regular customers. Functionally, they are somewhat similar, but there are also differences. Thus, everyone has reference information on the availability and addresses of gas stations in the network. Information is provided on promotions, accumulated bonuses, and gas station addresses.
But only the WOG gas station mobile application has additional beneficial functionality. Namely, the mobile application contains coupons with discounts on the most popular products and drinks: any coffee (-2 UAH); XXL hot dog (-2 UAH), burger (-3 UAH), double burger (-5 UAH). The discount is valid only upon presentation of the QR code of the coupon in the WOG PRIDE mobile application.
Another unique service for the fuel market from WOG is the "multi-wallet" on the "PRIDE" loyalty card (both plastic and in the mobile application). On the WOG website, the client can make an online purchase of fuel and coffee drinks, the price of which will be fixed, and upon presentation of the QR code of the application or plastic card at WOG gas stations, there is an opportunity to buy fuel or coffee "from the PRIDE wallet."
By the way, in the WOG network, when buying coffee online, every 10th cup will be gifted, and when buying fuel online – the client receives an additional discount and bonuses for online refueling. The online fuel purchase service is doubly interesting, as it gives an advantage not only in the form of a discount, but also at the time of purchase, liters of fuel are credited to the card, i.e., this allows you to fix the price of fuel. So if you bought 1000 liters of fuel for a period of several months, the price of the purchased fuel will not change under any circumstances, even if prices at gas station displays double. This, by the way, is very relevant now, when prices for liquefied gas are rising every day.
Continuing the topic of online purchases, it is worth noting the unique functionality in the Fishka application, which, using the Fishka online service, allows OKKO clients to make purchases in more than 20 online stores and receive points for this. For example, for purchases on AliExpress, eda.ua, modnaKasta, Booking, etc. By the way, only through Fishka online can you make purchases on Booking, while Fishka returns 4% of the cost in points, which is important for people who travel frequently. Moreover, Fishka constantly runs promotions with online stores. For example, when booking any hotel on Booking via Fishka Online, you can cancel the reservation for free.
Also, with the Fishka application, you can conveniently plan a route with the task of stopping at OKKO gas stations or program partners (Furshet supermarkets, ALLO stores, Aval ATMs, etc.), track the balance of points, transaction history, view and order rewards in just a few clicks. It is worth noting that thanks to the virtual card in the mobile application, which is a full-fledged replacement for the plastic one, you can accumulate even more points for purchases in OKKO network cafes and restaurants.
An interesting format of benefits can be obtained by owners of mobile applications of participants in the Level loyalty program of the Socar gas station network. Here, a game format is offered, according to which a car owner with each refueling, car wash, purchase of coffee drinks, or purchase of a certain dish (or set lunch) in the cafe enters an accumulative "game" to receive coupons for certain dishes from the menu of the Socar gas station cafe. Currently, in this network, you can play six "games": Diesel hit, Nano hit, Fresh-bar, Coffee lover, Auto bath, Hearty lunch.
Coverage
From the point of view of coverage of the territory of Ukraine, the most advantageous position is occupied by two networks of gas station complexes – WOG, which has more than 405 gas stations, and OKKO – 401 complexes as of the beginning of July, the rest are far behind, and some networks (KLO) have only regional coverage.
Fuel prices
In the mentioned gas station networks, fuel prices are approximately the same, only BRSM stands out as more affordable due to the positioning of this network as a discounter. But if the loyalty program begins to influence "pricing," then attractiveness begins to noticeably change in favor of gas stations with the most clearly working loyalty programs that provide more favorable rewards when purchasing fuel.
Conclusion and full stop
Summarizing this research, it is time to draw a conclusion and put a full stop. Currently, among the premium-segment gas station networks, two networks are in the lead – WOG and OKKO, which pay the most attention to car owners. The benefit is not only in the cost of fuel, drinks, and food, but also in the comfort of the services received and the use of services. The WOG loyalty program, in addition to its wide functionality, has a key advantage – the ability to spend bonuses both on fuel and on other goods, which makes the loyalty program as client-oriented, simple, and profitable as possible.
The accrual of points for current promotions was made as of July 3, 2016.
