Maxol boosts loyalty with carbon offset programme
Published on: Aug 12, 2024
The retailer has partnered with PDI Technologies to create an initiative focused on differentiating its Premium Fuel brand and increasing customer loyalty.
Maxol offers a carbon offset programme through its Premium Fuel brand, enabling customers to purchase 100% carbon-offset fuel. This is part of the retailer's ongoing commitment to enhancing sustainability while fostering customer loyalty.
This initiative was born on the retailer’s desire to differentiate its Premium Fuel brand and increase customer loyalty by appealing to the growing community of eco-conscious consumers. With a growing number of government regulations and rising consumer interest, sustainability has quickly become a top priority for many businesses.
In a recent discussion with Brian Donaldson, Chief Executive Officer of The Maxol Group, he explained: “Sustainability has been a topic on our board meeting agenda for the last five years and we’ve been working very hard to understand how to measure our carbon footprint. You can’t just tick a box for ESG and say you’ve done it, because it’s constantly evolving.”
Maxol selected PDI Sustainability Solutions to help it create the Carbon Offset Programme, which offsets 100% of the carbon emissions related to customers’ Premium Fuel purchases.
The key was to transform the programme into a customer engagement tool, with PDI providing the company with a marketing toolkit for strategic messaging and positioning. To validate program performance and identify areas for adjustment, PDI regularly tracks and reports on the results.
Maxol also leverages the programme to foster community goodwill, supporting a variety of green initiatives, such as planting 10,000 trees across Ireland during volunteer events.
So far, the company has seen increased engagement, with consumer awareness four times higher than Maxol had anticipated. According to a recent customer survey, 58% of the respondents noted they were more likely to choose Maxol Premium Fuel and 20% said they would visit Maxol more often because of the Carbon Offset Programme.
