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HOUSTON -- CITGO Petroleum Corp. will host a series of meetings with its central region retailers in six cities from June 11-27. The meetings will provide CITGO with an opportunity to share information on its marketing programs and receive direct feedback from its network of independent retailers, the company stated.
The meetings will take place in Little Rock, Ark.; Houston; Indianapolis; Dearborn, Mich.; East Lansing, Mich.; and Schaumburg, Ill. Topics to be covered during the meetings include CITGO's new and ongoing loyalty programs and community fundraising opportunities, all of which can be tailored to fit the individual needs of each retailer and the communities in which they operate.
"We believe that regular meetings with our retailers are an important avenue for direct communication with the individuals who serve our valued customers each day," said Alan Flagg, general manager of light oils marketing at CITGO. "We better understand how these independently owned and operated stations succeed locally and also share information on the many resources and customizable programs that CITGO offers to help them maximize their success."
Retailers can also participate in a CITGO-hosted trade show where they can meet with a variety of CITGO vendors to discuss how they can utilize those services to enhance business operations. Retailers in attendance will automatically be entered to win multiple prizes, each of which will help the retailers improve the image of their locations. Prizes range from professional power washing services to a Topaz Terminal upgrade.
Representatives from NACS, the Association for Convenience & Fuel Retailing, and Verifone Inc. will also be present to discuss how retailers can implement new programs in order to grow their respective businesses.
As CSNews Online previously reported, CITGO marked the 25th anniversary of its CITGO roundtable meetings, which took place Feb. 12 through March 5 throughout its footprint. During these meetings, CITGO personnel presented 2013 program updates, advertising plans and other tools to generate more traffic and sales.
Key programs this year for CITGO marketers include the introduction of TriCLEAN Fuel; the launch of the Fueling Good Road Trip, a tour through the CITGO footprint that highlights local communities, school and charities; growth in the CITGO Grow Bucks program, including a revised tier structure to reward higher-volume locations; continued promotion of the CITGO Rewards proprietary credit card; continued emphasis on the Centennial Image implementation, which is currently in place at more than half of all CITGO locations; and changes to the Trimark of Excellence mystery shop program that raises the bar on award and penalty thresholds.
CITGO is owned by PDV America Inc., an indirect, wholly-owned subsidiary of Petróleos de Venezuela, S.A., the national oil company of the Bolivarian Republic of Venezuela.