Summary

• Shell has 25,000 Shell-branded gas stations in the United States.
• It is the only major oil and gas company with operations in all 50 states.
• The company has 22,000 employees in the United States.
• Shell US headquarters are in Houston, Texas.
• Shell strives to reinforce its position as the leading energy corporation by providing oil, low-carbon energy, and gas amid the shifting world’s energy system.
• Shell is committed to offering the society more and cleaner, convenient, and competitive energy. Its energy products are designed to reduce the Net Carbon Footprint.

Research Strategy

Exxon Mobil

1. Locations

• Exxon Mobil has 12,229 stores/gas stations in the U.S.
• We were able to find the number of Exxon Mobil locations in 14 states. An explanation of why we couldn't find the breakdown for the other states is discussed in the Research Strategy section below.
• The following are the number of locations by state: Texas (1,911), Florida (960), New York (749), Virginia (686), North Carolina (678), Maine (28), South Dakota (27), Nevada (19), Oklahoma (6), and Nebraska (1).

• Exxon Mobil does not maintain any locations in Iowa, Kansas, Hawaii, or Alaska.
• We were also able to find the 10 U.S. cities in which Exxon Mobil has the most locations, which are as follows: Houston (190), Dallas (100), Miami (80), Austin (Texas) (77), Jacksonville (Florida) (67), San Antonio (63), Charlotte (North Carolina) (62), Memphis (56), Detroit (53), and Chicago (49).

2. Headquarters & Employees

• Exxon Mobil is headquartered in Irving, Texas.
• Exxon Mobil has 71,000 employees. Of those employees, over 2,200 have a PhD and over 16,000 are engineers.

3. Brand Vision & Proposition

• Exxon Mobil's brand vision, in the company's own words, is as follows: "Exxon Mobil Corporation is committed to being the world's premier petroleum and chemical manufacturing company. To that end, we must continuously achieve superior financial and operating results while adhering to high ethical standards."
• Exxon Mobil's brand proposition is two-fold, as it involves the company's brand status and the accessibility it offers to consumers. With regard to brand status, Exxon Mobil emphasizes that "[i]t is the largest public oil and gas company in the world", has the eight-largest revenue of any company globally, has the fifth-largest market cap among public companies, and is the largest petroleum product refiner globally. With regard to accessibility, Exxon Mobil ensures easy access to its offerings through its 20,251 global locations. Furthermore, the company offers an array of convenient ways to pay for products, such as through its branded credit cards and Speedpass program, among other methods.

4. Store Hours & Formats

• Typical store hours for Exxon Mobile are 24 hours a day, seven days a week.
• Exxon Mobil's store formats are convenience stores, some of which have a McDonald's or Subway restaurant on-site.

Research Strategy

Summary of Findings

• Circle K is one of the most widely recognized convenience store brands in the world and is known for its products quality and customer service. The brand is the second-largest convenience store operator in North America and the largest operator in Canada, operating under the Couche-Tard banner. The company operates in over 20 countries with over 14,700 stores across its locations worldwide.
• The company is headquartered in Tempe, Arizona, United States and has about 135,000 employees.
• The brand envisions itself in becoming the most preferred destination for convenience and fuel.
• Circle K has 8,000 stores across the United States.
• It has the highest number of stores in Florida (807 stores) and the least in Rhode Island (1 store).

Information on Southeastern Grocers

• The company has 704 stores across seven states in the US.
• Southeastern Grocers has approximately 50,000 employees throughout its locations.
• The vision of the brand is "to be a leading neighborhood grocer in every market" they serve by earning the trust and loyalty of their customers, business partners, and neighborhoods every day.
• Southeastern Grocers has mainly utilized the grocery store and supermarket formats for their stores with in-store pharmacies and liquor stores.
• The company claims that they are a brand with more than 90 years of experience that has a "deep heritage, strong neighborhood ties, and a proud history of giving back," with strong commitments to providing the "best possible quality and value" to customers.

Krogers Total Number Of Stores Or Gas Stations

• On 31st of December 2019, Kroger had 3,514 retail stores in the United States. The company has its headquarters in Cincinnati, Ohio. Kroger has 1,537 supermarket fuel centers in the United States.

• The company has over 450,000 employees across its United States outlets. (2)

Krogers Mission

• The company's vision/mission is "to be a leader in the distribution and merchandising of food, pharmacy, health, and personal care items, seasonal merchandise, and related products and services."

• Kroger makes use of the six values to communicate its vision to its clients through their employees, and the values include honesty, integrity, respect for others, diversity, safety, and inclusion.

• For honesty, the company encourages doing the right things, telling the truth. Integrity, the company encourages living their values in all they do, a unified approach to how we do business and treat each other. Respect for others is paramount, and this is done through valuing opinions, property, and perspectives of others.

• Kroger has a diversity that reflects a workplace that includes a variety of people from different backgrounds and cultures, diversity of opinions, and thoughts. The company encourages safety by expecting staff to watch out for others, being secure and safe in the workplace. Inclusion matters, "every voice matters, working together works, encouraging everyone's involvement, being the best person you can be."

Krogers Brand Proposition

• The company Kroger has a new logo and brand identity that reflects the company's "food first" culture. The company's new slogan, "Fresh for Everyone," is committed to giving "fresh, affordable and delicious food" across its selected outlets. The blue color is still Kroger's brand heritage of food savviness, and it also represents safety and trust to customers. Kroger's new 20+ banner will keep existing under the same name while incorporating the new brand attributes.

Krogers Store Hours

• Kroger normally works from 5:00 am to 1:00 am from Sunday to Saturdays.

• Kroger has regular open hours on new year's day and eve. It is advisable to check with the store you intend visiting.

• Normally in the United States, the working hours are Monday to Friday from 9:00 am to 5:00 pm, with half an hour for lunch.

Kroger Store Formats

• The company has several store formats with options for shopping online or at the stores. The Kroger grocery retailer offers groceries, ready-made meals, basic health services, jewelry, and fuel.

Research Methodology

Safeway

• Safeway is headquartered in Pleasanton, California.
• The company has 894 stores in the US.
• The largest number of stores in one state is 240 in the state of California.
• Safeway employs more than 31,000 people throughout its locations.
• The company's propositions to its customers are accessibility, convenience, cost reduction, and risk reduction.

Summary of Findings

• Giant Food has a total of 316 stores in the United States, located in Virginia, Maryland, Pennsylvania, Washington DC, and Delaware.
• Giant Food is headquartered in Carlisle, Pennsylvania, United States
• The company has 32,000 employees.
• Giant Food Stores has no direct vision statement. According to the company's mission statement, it is committed to making its stores a better place for their associates, community, and customers. It cares for the environment, and their products are sourced responsibly.
• The company is regarded as a market leader and is among the best brands in Pennsylvania.

Research Strategy

• Giant Food = 161 stores 
• Giant Food Stores = 155 stores 
• Total number of stores = 161 + 155 = 316 stores

LOYALTY MEMBERS

• Some loyalty members are drivers and motorists purchasing fuel for travel.
• Some loyalty members are employed in delivery and/or transportation.

• Some loyalty members use solvents or other petroleum or fuel materials for occupation.

EARN AND USE REWARDS

• Consumers can scan or swipe a physical card to earn rewards when making a purchase at a participating Shell location.
• Consumers can use a digital card on a personal device, or on the Shell mobile app in order to earn points when making a purchase.
• Some consumers can earn Shell loyalty points by making a purchase with a partner and by swiping or scanning a third party rewards card.
•  Points may be redeemed by logging into Shell's website or mobile app and selecting a qualifying reward from the rewards catalog page.

DIVIDEND RATE

• The amount of points that can be earned will depend on the country where the purchase was made.
• In general, the loyalty point system will reward the consumer with 1 point for every 1 liter of fuel purchased.
• In the United States, consumers will receive up to a 5 cent discount per gallon of fuel purchased, and will earn 1 point for every 1 liter of fuel purchased.
• Consumers that purchase diesel or high octane (95) racing fuel can earn between 1 and 4 points per liter of fuel purchased.

REDEMPTION REQUIREMENTS

• Loyalty members must have a minimum point balance of 50 points in order to redeem points for rewards.
• Members may earn up to a maximum point balance of 17,500 points.
• Qualifying members may redeem their points and pick up their rewards at participating Shell locations.
• Members may redeem their points for rewards and have their items shipped and delivered to their door.

STRENGTHS AND WEAKNESSES

• Shell has experienced more than 85 years' worth of success in the chemical industry.
• Shell has the revenue, the experience, and the technologies to adapt to changing consumer preferences and new or emerging markets.
• Changing government regulations and stricter safety standards or environmental protection measures are a threat and a weakness in the program.

• Changing consumer preferences and a change in demand for fuel and solvent products represents a weakness for the current loyalty program.

PROGRAM AWARDS

•  I-COM Data Creativity Awards; Shell Drivers’ Club DataSense

FEEDBACK

• The Shell loyalty rewards program has received a variety of mixed reviews from consumers.
•  Some consumers were satisfied with the dollar per gallon that they were able to save by using the loyalty rewards program.
•  Some satisfied consumers elaborated that they were earning a higher number of points and a greater savings on a per purchase basis over an extended period.
•  Other consumers were not satisfied with the loyalty rewards program and complained that the program was confusing or misleading.
•  Other consumers expressed concern regarding the use of other rewards programs, and highlighted that by using the Shell loyalty program that it was counterproductive to other loyalty rewards programs and created an opportunity cost and economic loss to the consumer.

ExxonMobil Rewards+ Program Overview

• Exxon Mobil offers a program named Exxon Mobil Rewards+. Members of the program can earn points when they make purchases for both fuel and convenience store items. The points can later be exchanged by savings in future purchases.
• The ExxonMobil Rewards+ program does not have restrictions for applying members.
• ExxonMobil offers the ExxonMobill Rewards+ program nationwide. There are approximately 11,000 ExxonMobil stations.
• Members of the program receive 2 points for each $1 spent at either the car washes or the convenience store. Furthermore, they receive 3 points per each gallon of fuel they purchase. They can get $1 in savings per 100 points they accumulate.
• In 2018, they initiated a partnership with Albertsons supermarkets. Therefore, points can be earned in 15 of the states in which Albertsons has locations.
• According to the Institute for Energy Economics and Financial Analysis (IEEFA), ExxonMobil places great importance in discipline and excellence, and it has been known in the past as a market leader. However, according to the reports published in 2019, it is no longer among the top 10 companies established by the Standard & Poor's500 Index.
• The app offered to the users, which is used to earn points from the ExxonMobil Rewards+ program has received positive and negative reviews on the Apple Store and the Google Play Store. According to some users, it is a very useful app, which has the added benefit of making the process of buying fuel and earning points easier. However, other users have faced numerous issues due to malfunctions of the app.

Research Strategy

Easy Rewards

• The predominant loyalty program is called Easy Rewards, that is based in the USA, however, Circle K locations in other countries also have other loyalty programs. But, the focus of the research is based on Easy Rewards as it is the main loyalty program that is featured on the parent company website.
• Members earn 10 points per gallon, and 20 points per dollar for food/non-alcoholic beverages. Members get $2 cash savings for every 2,000 points earnt. In addition, there are other benefits, like Frequency Clubs & Offers, and Sweepstakes and Rewards.
• Based on an average fuel per gallon price of $2.50, we used this average price to work out the Dividend rate ie. 2000 points = $2/500 = 0.4% for gas; 2000 points = $2/100 = 2% for food.
• Circle K has a strong global brand, with 16,000 stores around the world. However, the majority of revenue (72%) comes from fuel/gas sales. This could be a weakness and threat for the business model, as the market moves towards electric cars/sustainability.
• Satisfaction for the loyalty program is predominantly positive, based on online reviews, where the loyalty app received an average rating of 4.4 out of 5 (based on 26.3K ratings).

• SE Growers Rewards is a point-based program where customers earn points by making the qualifying purchases.
• The program helps customers save on food and fuel.
• Customers earn one point for every $2 spent on the qualifying items.
• Southeastern Grocers has partnered with Shell and Excentus’ Fuel Rewards.
• A shopper needs a minimum of 100 points and an applicable identifier to redeem for both groceries and fuel programs.
• Customers have reported a problem with the SE Grocers Rewards card when using it.

Research Strategy

Summary of Findings

• The Kroger fuel point program helps customers to save on fuel when they shop.
• When customers use their Kroger shopper’s card they earn one fuel point for every dollar spent.
• In addition, customers can also earn twice the fuel points on gift card purchases.
• Points can also be earned by shopping at Kroger pharmacy, Fred Meyer Jewelers, as well as from online purchases.
• Customers have reported the value of the reward as unimpressive. For example for each point earned by using the Kroger rewards MasterCard is only worth 0.5 cents each.

Research Strategy

Loyalty program of Safeway

• Customers can enter the loyalty program by creating an account with one of Albertsons grocery banner stores, and the program offers benefits such as gas rewards, digital coupons, personalized deals, free items, among others.

• The loyalty program of Safeway runs on a point-based system, where the customers earn points for their spending on purchases at physical stores or the online store.

• A customer earns one point per dollar for grocery and pharmacy purchases and two points per dollar for gift card purchases.

• Customers can redeem points by using their registered phone number at checkout or by using the app to convert the points to coupons, discounts, or free items.

• Safeway has formed partnerships with Chevron, Texaco, Exxon, and Mobil to offer gas rewards for its customers, and all the other rewards are offered through Albertsons grocery banner stores.

• The company has been in the market for over 100 years, with over 850 stores in the US and a global reach in countries including Canada, UK, Australia, among others.

Loyalty program of Giant Food

• Customers can enter the loyalty program by applying for it online or signing up for the card at a customer service desk.

• The loyalty program of Giant Food runs on a point-based system, and the customers earn points through their spending for purchases at physical stores or the online store.

• A customer earns one point for every dollar they spend at Giant Food, and this can be redeemed at the store where $1 equals 100 points or at a shell gas station where 100 points equal $0.10.

• The brand has a partnership with SavingStar to offer cashback rewards for its customers.

• Customers can redeem points by presenting their loyalty cards to the register so that it will be scanned for reduction, or by using the Giant Food app to convert the points to coupons or rewards.

• Giant Foods received three awards for its loyalty program, which are platinum customer-centric culture award, customer loyalty award, and customer experience strategy award at the Loyalty360 Customer Expo in 2019.