Published on the 29/05/2025 | Written by

Eye on the prize…

Z Energy has turned to loyalty SaaS and AI tech provider Eagle Eye to drive its new loyalty program and capture new opportunities from its EV charging and expanded grocery ranges.

The company says Z Rewards was designed ‘to combine simplicity with generosity’ offering customers points for almost all their spend at Z, including purchases on food and coffee, EV charging and fuel.

“We are seeing rapid innovation in fuel and convenience loyalty, as retailers adapt to shifting consumer expectations and look to capture new opportunities.”

The program, which launched in March, is built on Eagle Eye’s loyalty and promotions platform which enables real-time rewards and recognition and is also the technology behind Woolworths Everyday Rewards program and the Warehouse’s MarketClub. Globally customers for the UK-based company include ASDA, Tesco, Carrefour, Gordon Ramsay Restaurants, Greggs and Vans, with more than 500 million loyalty member wallets.

Jonathan Reeve, Eagle Eye APAC vice president, says the company is seeing rapid innovation globally in fuel and convenience loyalty, as retailers adapt to shifting consumer expectations and look to capture new opportunities, whether through EV charging, expanded grocery ranges of value-added services.

The cloud-based platform claims to provide the most flexible and scalable loyalty and promotions capability in the world.

Bronwyn Barberel, Z Energy head of loyalty, says thousands of new customers have downloaded and used the Z app to access the rewards program since its introduction.

“Z Energy launched out new loyalty program, Z Rewards, as a way to better recognise and reward loyal customers for more of their spend at Z, beyond fuel,” Braberel says.

The program includes everyday fuel discounts, special offers and a referral scheme allowing members to get additional points for referring friends. Points can be redeemed for a range of ‘treats’.

Andy Baird, Z Energy general manager for customer, says incorporating more than just fuel into the loyalty program was critical.

“The evolution of the Z service station means along with providing fuel for customers, we are continuing to grow our network of EV charging stations at selected Z sites, and expand our grocery and convenience offers in-store,” he says.

“It’s important, therefore, that our loyalty offer evolves with us. Z Rewards does just that – offering customers points for almost all of their spend at Z, from fuel to food and coffee, through to EV charging.”

Reeves says the Z Rewards program stands out for its ability to reward customers however they shop and whatever fuel they chose, its ‘clever’ sue of popular treats as incentives and its differentiated approach to rewarding fuel versus grocery purchases. (The program awards one point for every dollar spent on fuel and two points for every dollar spent in-store or on EV chaging.)