Retention marketing software provider HTK has announced a new contract with Valero – one of the world’s largest independent petroleum refiners, and managers of the Texaco brand in the UK – to accelerate their existing Texaco Star Rewards program.

The program is currently offered at around 800 sites in the UK, providing points in exchange for litres of fuel purchased, which can be redeemed for gift vouchers from a range of popular retailers.

From Q3 2018, Star Rewards will be powered by HTK’s Horizon Retention Hub, a cloud platform for personalised, insight-driven loyalty marketing.

The Horizon platform will provide Texaco with relevant insights into their customer base, in the moment, allowing them to rapidly innovate and adapt the loyalty program in response.

Marlon Bowser, CEO of HTK, commented: “The loyalty landscape is changing and that means that generic, transactional programs are no longer as effective. Brands must shift to programs which create emotional loyalty and deeper, more valuable customer relationships.

We’re thrilled to be working with a globally-recognised brand like Texaco, to deliver highly personalised experiences to their members.”

About HTK

Founded in 1996, HTK provides cloud software that helps businesses increase customer value through two-way engagement, insight-driven promotions and personalized loyalty. HTK’s Horizon Loyalty & CX Cloud has rich customer insight baked in, making it easy to deliver individualized experiences on any channel — no data scientists needed. HTK works with clients across retail, telco, hospitality and the public sector.