Dive Brief:

• Gulf Oil has relaunched its Gulf Pay loyalty program using Wallet Steering technology from e-commerce and loyalty company Stuzo, according to a Wednesday press release.
• The updated mobile program lets all customers save 3 cents per gallon on gas, while new customers or users switching from the previous app get a one-time 15-cent discount when paying by web or through the app.
• Stuzo’s Wallet Steering technology takes into account what consumers spend broadly, then sends targeted offers to influence where consumers shop for regularly purchased items, according to information from the company.

Dive Insight:

By using Stuzo’s Wallet Steering platform, Gulf Oil aims to grow its loyalty member base, engagement rates, fuel and in-store transaction volume and basket sizes across its network, according to the announcement. 

Philadelphia-based Stuzo guarantees 50% more program members and 50% more program transactions when companies begin using its technology.

“Our partnership with Stuzo sets the stage for future enhancements that will further benefit our network of Gulf distributors and dealers and their customers,” said Nikki Fales, vice president, marketing and payments at Gulf Oil. “With access to Stuzo’s Wallet Steering solution, we can better understand our consumers’ fuel purchasing behavior in a new way.”

Currently in-app payments can be made with Apple Pay, Google Pay and all major network open loop cards.

But Gulf isn’t the only company in the space using Stuzo’s Wallet Steering technology. In March, Yesway announced it would use the program, which is expected to be rolled out by the end of the year. 

Gulf first partnered with Stuzo in June 2022, adding its Open Commerce Platform, along with several loyalty and contactless commerce tools. Gulf Pay has been around since 2017.