The Brief

"Develop a new and enhanced online offering that provides the best possible experience for our members while reducing the overall costs of the programme."

Texaco's loyalty programme, WE.O.U, had become a huge success with membership in excessof 2 million customers. But as the programme grew, so too did the expectations of its members, who increasingly demanded the sort of rich and flexible online personalisation that was fast becoming the standard.

Strategy & execution

We worked with Texaco and development partner RSM to create a transactional website and online customer database in support of the WE.O.U programme. Key to the new system were extensive and flexible personalisation features. These allowed the site to adapt itself to the unique profile of each programme member, and also enabled Texaco to adjust the site experience in line with its own campaigns and initiatives.

The system was created using bespoke multi-variable personalisation algorithms developed by Tobias & Tobias as well as a Flash-based presentation layer, in which relevant products and incentives were displayed dynamically. We also created a CMS for Texaco to give them control over the product selection and promotion features of the site.

The Result

Customers enjoyed an improved and personalised online experience, while at the same time Texaco benefited from a new channel for marketing and promotion. The CMS reduced web design and development overheads on Texaco's part, and administration costs for the WE.O.U programme were also reduced by giving members the ability to check balances and redeem rewards online.