Comarch Loyalty Management Implementation at OMV
OMV is an integrated, international oil and gas company, headquartered in Vienna. With Group sales of EUR 23 bn and a workforce of around 24,100 employees in 2015, OMV Aktiengesellschaft is Austria’s largest listed industrial company. The company focuses on profitable growth in its three business areas of Exploration & Production (E&P), Gas & Power (G&P) and Refining & Marketing including petrochemicals (R&M).
In Upstream, OMV focuses on three core regions – CEE (Romania, Austria), North Sea as well as Middle East and Africa – and selected development areas. In Downstream, OMV has an annual refining capacity of 17.8 mn tonnes and approximately 3,800 filling stations in 11 countries as of end of 2015. OMV runs a network of filling stations under the brand names OMV, Avanti, Petrom and Petrol Ofisi and operates four refineries.
The strategic goal for OMV was to implement a loyalty program to further increase their market share and to generate long-term sustainable contributions.
The OMV Loyalty Program SMILE & DRIVE consists of four major elements that define the customers’ experience. These are: easy access, attractive earn, appealing communication and relevant burn. The OMV program and its functionalities will develop gradually over time – along with the development of customer insight and to keep the program active and interesting for the customer.
OMV benefits from innovative features of Comarch Loyalty Management. Besides the standard functionalities for account management as well as programs, promotion and reward administration, the solution includes tools for the management of coupons and vouchers and reward lotteries. Communication with program members is facilitated by innovative message creators for sales slips, SMS, e-mail and web messages.
The most valuable program members can be treated specially based on a recognition scheme. The launch of OMV’s SMILE & DRIVE program took place after a two-year preparation period in the fall of 2010 in the Czech Republic, and was also implemented in Slovakia in October 2011 and in Slovenia in January 2013. While the basic mechanisms of the program are similar in all countries, each country will be able to create and country-specific marketing and loyalty campaigns.
The Comarch Loyalty Management system implemented in OMV consists of the Business Administration Application, Call Center module, Mobile Application and the CMS based Customer Web Application. Comarch and OMV integrated the Loyalty Management system with internal OMV systems (such as SAP or ECR/Cash system, data warehouse) and external service providers (like reward services, data capturing and lettershop).
With Comarch Loyalty Management we are using a tool that, based on one IT platform allows each country to adapt the program SMILE & DRIVE to its market specific needs. Using the same scope of functionalities, program rules and parameters can be adapted in such a way that in each country specific points’ rules and promotions can be put in place."
Oliver Göpfert,
Project Manager at OMV
