WELCOME
10 MINUTES
• Understand the JOURNIE
Rewards program
• Explain JOURNIE Rewards
to your customers
• Understand the support
you’ll receive throughout the
roll-out of JOURNIE Rewards
OBJECTIVES FOR TODAY
9:30 Welcome
Introducing JOURNIE Rewards
Program Strategy
Processing JOURNIE Rewards
JOURNIE Rewards Program Support
Question Period
Wrap Up
11:30 End
AGENDA
INTRODUCINGJOURNIE REWARDS
60 MINUTES
• An overview of JOURNIE Rewards.
• How it works.
• Benefits of the program
JOURNIEREWARDSAT A GLANCE
Free Rewards at 75
and 150 Points
Get freebies as you go
1L = 1 Point
Earn at all our pumps
*at participating locations Save $0.07/L every
300 points
Save more on fuel
$1 = 2 points*
Earn more in-store
HOW IT WORKS
75pts
Unlock 1st reward Unlock 2nd reward
Unlock Fuel
Discount
Next CycleAutomatically starts
Excess Pointscarry over
JOIN
JOURNIE
REWARDS0 40 80 120 160 200 240 280 300
Extra points carry over to the next cycle!
Fuel and Merch Purchases = Points Accumulation =
Unlocked Rewards and Fuel Discount!
150pts
300pts
HOW IT WORKS
75pts
Unlock 1st reward
JOIN
JOURNIE
REWARDS0 40 80 120
75pts
Unlock 2nd reward
40 80 120 160 200 240
150pts
Unlock 1st reward
Unlock 2nd rewardUnlock Fuel
Discount
Next CycleAutomatically starts
Excess Pointscarry over
120 160 200 240 280 300
150pts
300pts
Unlock Fuel
Discount
Next CycleAutomatically starts
Excess Pointscarry over
240 280 300
300pts
JOURNIE Rewards:
• Brightens our customer’s day
• Rewards their loyalty
• Saves them money
• Personalizes their experience
WHATDOES THIS MEAN?
PARTNERSHIPS
AN AMAZING NEW PARTNER!
• Mutually beneficial for both the CIBC partner and
your site
• A whole new set of CIBC customers to bring to JOURNIE Rewards
• More cross-brand opportunities
• One of the major Canadian Banks showing their support and belief for the JOURNIE Program
• These customers spend ~$5 billion on gas
and c-store purchases
• 8 million eligible customers who could
take advantage of the programCIBCPARTNERSHIP– PROGRAM BENEFITS
CIBCPARTNERSHIP– CUSTOMER BENEFITS
When a customer pays with a linked CIBC credit or debit card:
• Save $0.03 per litre on every fuel purchase
• Save $0.10 per litre when they reach their fuel discount reward (300 points)
LINKINGYOUR CARD
LINKINGYOUR CARD
LINKINGYOUR CARD
CIBC
JOURNIE
PILOT EMAILS
CIBC
JOURNIE
WEBPAGE
Register Subscribe Link
JOURNIEREWARDSNEW MEMBEROFFERS
Bonus Offer:
75 Bonus Points
(for Registering Membership)
Duration:
Launch – April 30
Customer
Communication:
POS, Website Banner, Receipt
Messaging
JOURNIEREWARDSNEW MEMBEROFFERS
Bonus Offer:
75 Bonus Points
(for Opting-In to Communications)
Duration:
Launch – April 30
Customer Communication:
Web + App Messaging
JOURNIEREWARDSNEW MEMBEROFFERS
Bonus Offer:
150 Bonus Points
(for linking JOURNIE Rewards to CIBC)
Duration:
Launch – April 30
Customer Communication:
Email and Mobile Push Notification,
Web + App Banners
(must opt-in to receive)
FLEET PROGRAM
A JOURNIE Rewards Fleet Program is currently being
developed.
More details will be coming soon!
PROGRAM STRATEGY
25 MINUTES
• How the program benefits customers
• How the program benefits your Site
• How the program benefits Parkland
Customers are more likely to continue doing business with brands that have good loyalty programs
of Members are more likely
to recommend brands with
good loyalty programs
WHY A LOYALTY PROGRAM?
79%73%
5-10%
66%
Source: 2018/19 Bond Loyalty Report
Loyalty Members likely to buy
more often and spend more
than non-loyalty Members,
resulting in an average of 5-
10% revenue increase
of Members modify their
brand spend to maximize
loyalty program benefits
With the mobile app, customers can:
• Activate and claim rewards
• Track their JOURNIE Points and Fuel Discount progress
• Get informed about special surprise-and-delight offers
• Access JOURNIE ID codes to enter at the pump or scan in-store
A DIGITAL LEADING PROGRAM
Register through the App to get the most out
of the JOURNIE experience.
• Mobile App users are 1.4x more frequent compared to Call
Centre Users
JOURNIEREWARDS PILOT BY THE NUMBERS
• Members fill 10 litres per transaction more than
Non-Members
• 70% of enrolled Members have downloaded the Mobile App
• Mobile App users spend 1.3x more than JOURNIE.ca users
and 1.5x more than Call Centre users
1L = 1 point
$1 = 2 points
1L = 10 points
$1 = 10 points
1L = $0.03 in
Canadian Tire Money
1L = 10 point
$1 = 10 points
Free Rewards at 75
and 150 points
Every 1000 points
equals $1 off
34L = $1 off
Min. 10,000 points =
$10 to redeem
$0.07 off per litre
every 300 points
$0.05 off per litre at
10,000 points
Only available to
redeem at PC Retail
or Shopper’s Drug
Mart stores
THE COMPETITIVE LANDSCAPE
COMPARED TO COMPETITORS, JOURNIE REWARDS MEMBERS:
• Receive rewards faster
• Obtain a fuel discount faster
• Receive great value per litre
• 1 point per litre
• 2 points per dollar in C-store
• Get choice and personalized rewards
THECOMPETITIVE LANDSCAPE
JOURNIE NATIONAL LAUNCHSITE TURN ON
January March
10th | 24th | 31st
April
7th
February
• The JOURNIE Rewards customer journey
• How to ask customers for their JOURNIE
Membership.
• How to ask non-enrolled customers to join
JOURNIE Rewards.
• Earning points
• Getting rewards
• Reconciliation
• Marketing
• Operations
PROCESSING JOURNIE REWARDS
40 MINUTES
• Ask indirectly
• Highlight benefits
• NEVER ask for their JOURNIE Card or if they want one
ASKINGABOUT JOURNIE
Thanks for fueling up! Did you reach
a JOURNIE Reward today?
Would you like to collect your
JOURNIE Points on your purchase?
Do you have any unlocked JOURNIE
Rewards to go along with that?
“
”
JOURNIE in :05CAPTURECUSTOMERS ATTENTION
Would you like to join JOURNIE
Rewards and earn seven cents off
per litre every 300 points?“
”
ONE ADDITIONAL SIMPLE PHRASE:
CAPTURECIBCCUSTOMERS ATTENTION
As a CIBC customer, you can
earn three cents off per litre every
time you fuel up and get ten cents
per litre off every 300 points.
“ ”
• New members can register through our App or with their plastic card number online or by calling the contact centre
• All members can earn points as soon as they have a card
• Only registered members are able to claim rewards
HELPINGCUSTOMERSJOIN JOURNIE
Register Subscribe Link
• Peel the card back from the backer to scan the barcode (aka membership number)
• If the card becomes removed from the backer, make sure to stick it back on the backer before handing it to the customer so they have this important information
HELPINGCUSTOMERSJOIN JOURNIE
PAY-AT-THE-PUMP
• Requires either card or 6-digit temporary code to be entered before every transaction
• Required for Fuel Discount and to accumulate points
• Customers who forget their card or code can call the contact centre to collect points missed on a transaction* so long as they keep their receipt
*within 30 days
EARNINGJOURNIEREWARDS POINTS
C-STORE TRANSACTIONS
• For fuel or backcourt items, customers can use their card or scan their code within the App
• Membership must be scanned before a transaction is completed in order for points to be awarded or offers to be redeemed
• Customers will not be able to earn JOURNIE Rewards on tobacco, alcohol, or gift cards
• Customers will earn JOURNIE Rewards on lottery!
• Customers can call the contact centre to collect points missed on a transaction* so long as they keep their receipt
*within 30 days
EARNINGJOURNIEREWARDS POINTS
Customers must opt-in to communications for the App and/or email in order to get the most out of JOURNIE Rewards
• The App will communicate with notifications
• Opting through email will alert Members with email messages
• Notifications they will receive are:
• Reminders they’re close to receiving a reward
• Unlocking a reward offer
• Reminder to claim a reward
• Upcoming expiration of unlocks/rewards
REWARDS COMMUNICATIONS
CLAIMING REWARDS
• Fuel Discount is automatically applied on their next fuel purchase when they scan their JOURNIE membership
• Offers are available to choose for7 days before they expire
• Once chosen, offers are available to be applied for 30 days before they expire
• Fuel Discount limited to 100L of fuel
• Customers can select the reward they wantto claim by using the JOURNIE App, logging on to JOURNIE.ca, or by calling in to the Customer Contact Centre
PROCESSING JOURNIE REWARDS
C-STORE TRANSACTIONS
• Activated offers automatically applied when reward item is in basket
• POS will display a reminder if a reward is ready to be redeemed
• Receipt will display points earned on each transaction
• Unregistered cards will have a message prompting CSRs to remind customers to register their card
• Make the moment special
• Go above and beyond
• Give them a memorable experience
• Ensure they know their reward is “on us”
ENJOYING REWARDS
This one’s on us
Congratulations! You’ve earned a free
reward on us!
Thanks for being a loyal customer! We
hope you enjoy this free reward on us,
you’ve earned it!
“
”
Your adoption of JOURNIE Rewards will also be supported by plenty of customer-facing marketing pieces
• Sites event – Street teams
• Social media and AdWords
• Radio
• Direct Mail
• Billboards
• Web banners
MARKETING COMMUNICATIONS
DEALERMARKETING MATERIAL
JOURNIELAUNCH UNIFORMS
You will be receiving all signage, apparel, and cards in boxes that will be marked with a sticker.
• Signage and Apparel will be marked with a large yellow sticker
• Cards will be marked with a large blue sticker
Open all boxes to confirm you have received everything
Put these boxes somewhere they can easily be found again
MARKETING SIGNAGE
TERMS AND CONDITIONS
• Maximum points earned in a single purchase
• 150 points max fuel earn
• 200 points max merchandise earn
• 350 points maximum earned on fuel and merchandise
• 100L maximum litres for fuel discount
• $0.35/litre maximum fuel discount plus any CIBC promos
• No ability to link or share accounts
• Customers must be 16 years of age and a resident of Canada
• JOURNIE App or Journie.ca for more info
PRIVACY POLICY
• Customers control their data and can update their communication preferences
• Personal customer data is not sold
• Any data shared with Parkland is used to facilitate the program, fulfill prizes, or for research purposes
• Data is stored and kept within Canada
• JOURNIE App or Journie.ca for more info
OPERATIONALCONSIDERATIONS –CUSTOMER
58
COLLECTING JOURNIE REWARDS
• We want all our employees to sign up and enjoy the same rewards their customers are getting
• Employees are never allowed to collect points that are earned by a customer
• Not allowed to hold cards for customers under any circumstances
• All loyalty activity is monitored. There are daily reports that flag unusual activity that are attached to the employee ID logged into the system at the time unusual activity occurs
TIPS AND CUSTOMER REWARDS
• Not allowed to accept or collect a customer’s JOURNIE Points or Rewards as a tip or thank you or on behalf of another cardholder, even if the customer requests they do so
OPERATIONALCONSIDERATIONS –FRONTLINE
SITE’S
PARTICIPATIONCORO/CORP DEALERS
Issue points on fuel Yes Yes
Issue points on merchandise Yes No
Redeem fuel discounts Yes Yes
Redeem core loyalty items* Yes Yes
PROGRAM PARTICIPATION
*The 17 core Loyalty items are common products you most likely carry today, list to follow shortly.
ALL SITES
• You must keep these 17 core loyalty products in stockto support customer redemptions
• Make sure all Frontline Employees are aware of the back up options available
MERCHANDISE
RECONCILIATION
IT’S EASY!
Brand-specific details for
the reconciliation process
will be provided in the
training documentation.
Fuel Merchandise
Ultramar PDI Daily Daily
• Confirm reception of all JOURNIE Rewards marketing/signage/apparel material (marked by a large yellow sticker on boxes)
• Confirm reception of JOURNIE Rewards Cards (marked by a large blue stick on boxes)
• Confirm all JOURNIE Rewards Core Reward Items are in-stock
• Verify BU# with TMs (found on POS)
• Confirm correct POS version is installed
• Have all employees added to Parkland Learning Portal
• Have all employees complete the JOURNIE Rewards eLearning training modules on Parkland Learning Portal
PRELAUNCH PREPARATIONS
• Confirm JOURNIE Rewards is live on all POS terminals on a regular basis
• Run a merchandise transaction and a fuel transaction with a scanned JOURNIE Rewards Card to ensure the system is functioning properly
• Put up all interior and exterior JOURNIE marketing/signage materials by 12pm
• Walk around all pumps to confirm JOURNIE Rewards messaging appears on all pump displays
• Make sure a manager is on-site for launch day to assist with preparing your station and handling customers
DAY OFLAUNCH PREPARATIONS
JOURNIE REWARDS PROGRAM SUPPORT
20 MINUTES
• Frontline Training
• Online Training
• Sustainment
• JOURNIE Handy Guide + Monitor Flag
• JOURNIE Support Number
Navigate to the UltiPro Learning Portal:
• https://learning.ultipro.com/login.php?force=1
Login using your email address
• (i.e., [email protected])
Password is Password1
• This is the default password and can be changed once you are logged into the Learning Portal
ACCESSINGTHE PARKLAND LEARNING PORTAL
Retailer Landing Page
• The login page you see is dependent on whether you are a Retailer or Dealer
• See all course content by navigating to Training > Courses
• JOURNIE Courses will be promoted as they are released, which are displayed on your HOME page
YOUR LEARNING PORTAL LANDING PAGE Dealer Landing Page
Courses in Progress and Promoted Courses
• Designed for Mobile
• To be done on Site on the job
• 2 x JOURNIE Fundamentals Modules roughly 15-20 minutes total each
• 1 x JOURNIE Experience Module roughly 15-20 minutes
• 5 x JOURNIE Rewards Mini Sustainment Modules, roughly 1-2 minutes total each
FRONTLINETRAINING –ELEARNING TRAINING
Your Team has a Chance to Win
If a CSR completes all 3 eLearning courses, they’ll be entered into a draw for their chance to win:
• $50 Ultramar Gift Card
• JOURNIE Rewards Wireless Bluetooth Speaker
• JOURNIE Rewards Tablet Bag
If every CSR at your station completes all three eLearning courses, the station will be entered a draw for a chance to win:
• $50 Ultramar Gift Card for every CSR at the Station
FRONTLINETRAINING –EMPLOYEE INCENTIVE
• Program Overview
• Loyalty Program Benefits
• Site Benefits
• Frequently Asked Questions
• Best Practices
• Addressing Customer Objections
JOURNIE REWARDS FRONTLINESUPPORT GUIDE
CONTENTS
70
JOURNIEREWARDSMONITOR FLAG
CONTENTS
• Best Practices
• Quick Reference
• JOURNIE in :05
• Simple Answers
• What is JOURNIE Rewards?
• How does it work?
• Why should I join?
• How do I join?
For any non-customer related questions/problems regarding:
• JOURNIE Rewards Program
• POS
• Technical support
• Reconciliation
ADDITIONALJOURNIEREWARDSSUPPORT
Call SOROC
1-844-690-4995
If there is a customer problem you aren’t able to resolve, always direct them to the Customer Contact number:
CUSTOMERJOURNIEREWARDSSUPPORT
1-833-JOURNIE(568-7643)
Customers will need their JOURNIE Card Number and date and time of the transaction when they call.
JOURNIE REWARDS CHALLENGE20 MINUTES
What additional benefit do CIBC customers get?
QUESTION 1
3 cents off per litre on every fuel purchase
What is the first step for customers to claim their JOURNIE Rewards offer?
QUESTION 2
Register their JOURNIE Rewards membership
A customer wants to register for JOURNIE Rewards, but they don’t have an email address. What is the first thing you should tell them to do?
QUESTION 3
Call the Contact Centre
What three steps should customers follow in order to get the most out of the JOURNIE Rewards program?
QUESTION 4
Register, Subscribe, Link
A customer has bought $200 worth of fuel, how many JOURNIE Rewards points would they get for this purchase?
QUESTION 5
150 points
QUESTION PERIOD
25 MINUTES
WRAP UP
20 MINUTES
Future enhancements coming to the
program:
• Householding
• More points for Premium Fuel
• Personalized Promotions
• Enhanced Transaction History
• National Fleet Program
• Additional Future Partnerships
• Mobile Payments
WHAT’S NEXT FOR JOURNIE REWARDS?
❑ Follow your Checklists! (found in your
resource package)
❑ Make sure the 17 Core Reward Items are in
stock for launch
❑ Inform your Frontline employees about
JOURNIE Rewards and what they can expect
❑ Utilize your JOURNIE Rewards Support
Materials
❑ Take upcoming eLearning courses
❑ Stay tuned for JOURNIE Rewards Launch
❑ Become a JOURNIE Rewards Member!
NEXT STEPS
CLOSING REMARKS
THANK YOU