coles myer introduces fuel discount to credit card

Coles Myer introduces fuel discount to credit card
AAP News
12:37:020 3/06/2005
SYDNEY, June 3 AAP - Coles Myer Ltd has moved to strengthen its
customer loyalty by introducing a fuel discount to its credit card.
Customers that have the Coles Myer Source MasterCard will be
able to receive a six cents per litre discount on fuel purchased at
Shell petrol stations.
That's higher than the four cents per litre ordinary customers
get if they spend $30 or more at Coles supermarkets, including the
Bi-Lo and Liquorland chains.
Coles Myer chief executive John Fletcher said the new feature
would help Australian families save money.
"This card is a powerful example of how we have leveraged the
strength of the Coles Myer Group to give our customers better value
from their everyday shopping," Mr Fletcher said in a statement.
The new feature comes as Coles Myer continues to search for ways
to increase the loyalty of its customers.
"Certainly one of Coles' strategies has been to expand their
loyalty programs," said FW Holst analyst David Spry.
"With fuel, it's a bit of a carrot they can dangle around.
"I think probably they will continue to look at strategies for
increasing their profile in the market."
Mr Spry also said the source card was one way that Coles Myer
was trying to gain an edge over its major rival Woolworths in their
fuel war.
"Each of the major players are always trying to get an edge
somewhere along the line," he said.
The Coles Myer source card was introduced in late 2003 as a way
of boosting customer loyalty after the retailer's decision to phase
out the popular shareholder discount card, which will finally end
on July 31 this year.
AAP