Staff
January 30, 2003
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Texaco to focus on loyalty scheme

LONDON - Texaco is concentrating its full promotional activity for 2003 on a relaunch of its Global Club loyalty card scheme, which is to be rebranded as 'WE.O.U' next month.

It has secured Mitsubishi as its major reward partner, along with 11 others, including Hilton Hotels, The Tote and England Rugby.

Texaco claims WE.O.U, devised by Heresy and The Benefits Company, gives customers discounts and prize draws that are "attainable and relevant", while other loyalty programmes "present a range of attractive rewards but tend to require high points balances to achieve them".

WE.O.U has the same exchange rate as GlobalClub, in that £1 spent equals one star and 450 stars equals one £5 voucher. But the revamped scheme offers new rewards, which can be claimed or won without points having to be redeemed.

Top prize is a Mitsubishi Space Star car, for which no points have to be redeemed.

The WE.O.U brand is intended to convey Texaco's recognition that without its customers it does not have a business.

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