Phillips 66 Implements New Tech Solutions

HOUSTON -- Phillips 66 is ramping up its technology use with the addition of two unique platforms designed to improve customer service -- OpenStore by GasBuddy and KnowledgeForce from Market Force Information.

OpenStore is a solution that increases customer loyalty by providing two-way communication between convenience store owners and customers using web technologies and custom branded mobile applications (apps). The OpenStore dashboard makes it simple to collect customer feedback, manage social media and deliver mobile coupons and text message campaigns, all from one single location.

OpenStore will enable Phillips 66 to launch new websites and mobile apps for each of its gas station brands -- Phillips 66, Conoco and 76. The new websites will be fully integrated with a branded mobile app to create a complete experience for customers at its more than 7,000 branded stations.

Phillips 66's resellers and dealers can also sign up with OpenStore, allowing them to create their own unique branded websites and send store deals and coupons directly to app users.

"We are excited to align with the well-recognized GasBuddy brand," said Andy Viens, president of global marketing for Phillips 66. "Consumers today are depending on their mobile devices for special deals and promotions, and the OpenStore product allows our customers to uniquely promote their businesses to these mobile-savvy consumers."

Gaithersburg, Md.-based OpenStore/GasBuddy LLC is a subsidiary of OPIS (Oil Prices Information Services).

Phillips 66, the downstream spinoff of ConocoPhillips, is also partnering with KnowledgeForce by Market Force Information. The new platform will enable its branded stores to quickly integrate and view customer service measurement data, such as customer satisfaction scores, mystery shopping audits and related analytics.

"Most people don't associate buying gas and convenience store items with true delight," said Mike O'Connor, manager of marketing programs for Phillips 66. "But, we know that if locations serve consumers with great products, great service and provide a clean, comfortable experience, those consumers will come back more often, spend more and even refer their friends. That's one of the ways we can grow the business. Market Force's new customer intelligence platform is helping us do that."

KnowledgeForce was developed three years ago and is currently implemented within two dozen companies across North America.