Tiger Fuel Company’s recent release, about its new rewards focused around its convenience stores, feels like a regular company marketing announcement. We noticed that it points towards using a rewards announcement for fixing a market misperception about the company’s business model.
Rewards programs announcements are focused on customers -- and it creates emotion and engagement. Those two elements are often the most difficult things to generate with brand level messaging. By leveraging a targeted loyalty program, Tiger Fuel achieves several goals:
1. Creating customer focus (the above mentioned emotion and engagement) around a key brand level message.
2. Going beyond mere words (which often are not effective) to action to demonstrate a commitment to its convenience store line of business.
The signalling effect of rewards is powerful -- aside from their inherent value -- they send a strong message about the type of customers and buying behavior that a company values the most.