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Connected Loyalty
The Challenge
Building loyalty when price drives the choice.
For many drivers, gas was gas. Chevron needed to make fuel quality meaningful, showing the long-term value of Techron while giving customers more reasons to choose Chevron again and again.
For many drivers, gas was gas. Chevron needed to make fuel quality meaningful, showing the long-term value of Techron while giving customers more reasons to choose Chevron again and again.
Role
Lead Experience Designer
timeline
2 Weeks
Scope
CRM & Loyalty Pitch Concept
THE SOLUTION
Turning product value into lasting loyalty.
Chevron’s fuel advantage became the foundation for a broader loyalty experience, using rewards, recognition, and personalization to create value before, during, and after the fill-up.
Turning everyday fuel transactions into a connected customer relationship.
THE APPROACH
Uncovering the why behind the audience.
We started with Chevron’s data-informed growth audiences, then enriched them with behaviors, motivations, and attitudes to understand not just who to target, but what could influence their choices.
AUDIENCE STRATEGY
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Designing the relationship, not just the touchpoints.
I built an end-to-end journey connecting customer mindset, emotional shifts, business goals, and experience opportunities across acquisition, engagement, growth, and retention.
JOURNEY ARCHITECTURE
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Bringing the journey to life across channels and moments.
Activation focused on four principles:
• Make sign-up value obvious and frictionless
• Bring emotion into the message
• Use digital and physical touchpoints as a system
• Engage members in the moment to grow fuel and C-store participation
• Make sign-up value obvious and frictionless
• Bring emotion into the message
• Use digital and physical touchpoints as a system
• Engage members in the moment to grow fuel and C-store participation
ACTIVATION
ON PREMISE
Motivating Committed Drivers to Act
Pair sign-up incentives with recognition that rewards the Chevron quality choice.
Goal: Unlock growth on site
Channels: Signage · Pump · Receipt
Goal: Unlock growth on site
Channels: Signage · Pump · Receipt
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PAID MEDIA
Finding and Attracting New Members
Introduce the Techron advantage and Rewards value before customers reach the pump.
Goal: Make Chevron worth choosing before the pump
Channels: Paid Social · Digital Media
Goal: Make Chevron worth choosing before the pump
Channels: Paid Social · Digital Media
PERSONALIZATION
Right Message to the Right Behavior Segment
Progression nudges for customers building momentum. Recognition for loyal members.
Goal: Reinforce value based on behavior
Channels: Email · App
Goal: Reinforce value based on behavior
Channels: Email · App
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VALUE BUILDING
Real-Time Trigger Into a New Behavior
Extend rewards into convenience moments based on established fueling behavior.
Goal: Expand engagement beyond fuel
Channel: RCS
Goal: Expand engagement beyond fuel
Channel: RCS
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ORCHESTRATION
Retaining At-Risk Members Through a Connected Loyalty Ecosystem
A churn signal activates a coordinated sequence of nudges, offers, and reminders across channels.
Goal: Restore active participation
Channels: App · RCS · Paid Social · Email
Goal: Restore active participation
Channels: App · RCS · Paid Social · Email
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Motivating Committed Drivers to Act
Pair sign-up incentives with recognition that rewards the Chevron quality choice.
Goal: Unlock growth on site
Channels: Signage · Pump · Receipt
Goal: Unlock growth on site
Channels: Signage · Pump · Receipt
ON PREMISE
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Finding and Attracting New Members
Introduce the Techron advantage and Rewards value before customers reach the pump.
Goal: Make Chevron worth choosing before the pump
Channels: Paid Social · Digital Media
Goal: Make Chevron worth choosing before the pump
Channels: Paid Social · Digital Media
PAID MEDIA
Right Message to the Right Behavior Segment
Progression nudges for customers building momentum. Recognition for loyal members.
Goal: Reinforce value based on behavior
Channels: Email · App
Goal: Reinforce value based on behavior
Channels: Email · App
PERSONALIZATION
Real-Time Trigger Into a New Behavior
Extend rewards into convenience moments based on established fueling behavior.
Goal: Expand engagement beyond fuel
Channel: RCS
Goal: Expand engagement beyond fuel
Channel: RCS
VALUE BUILDING
Retaining At-Risk Members Through a Connected Loyalty Ecosystem
A churn signal activates a coordinated sequence of nudges, offers, and reminders across channels.
Goal: Restore active participation
Channels: App · RCS · Paid Social · Email
Goal: Restore active participation
Channels: App · RCS · Paid Social · Email
ORCHESTRATION
Loyalty starts with a reason to choose
Chevron's fuel advantage creates the reason.
Rewards, recognition, and personalized experiences reinforce that choice over time, building preference, repeat visits, and deeper engagement.
Rewards, recognition, and personalized experiences reinforce that choice over time, building preference, repeat visits, and deeper engagement.
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