Differentiation in an Undifferentiated Market Merchants realize that having a loyalty program is a standard requirement and not an added feature in consumer eyes, but the structure of their loyalty offerings can differ between verticals and between merchants operating in the same vertical. In the fuel sector specifically, it can...
Do I Stay Branded?
Do I Stay Branded? Since exiting Retail, Major Oil (or Big Oil) has faced a number of Brand Conversions within their existing footprint. NACSOnline states, “Large, integrated oil companies, especially since 2007, have exited the retail business to focus more on resource production and refining operations. ExxonMobil, Shell, BP and...
