delivering benefits through a nationwide points program
The GOAL
Creating a points redemption platform through purchases integrated with major e-commerce platforms and participating gas stations nationwide.
Design the process map from the fueling service, points redemption, and integration with payment methods and stores.
responsabilities
- Analysis of Research Results
- Process Mapping
- Requirements Gathering
- Specification Development
- Stakeholder Mediation
- Service Design
- Platform Mapping
- Platform Interface Design
- Project Management
CHALLENGES
- Ensuring smooth integration between the loyalty points system, payment systems, and partner store systems
- Coordinating and managing relationships with the various partners involved , including gas stations, stores, and technology vendors, to ensure alignment of goals and effective collaboration.
PROJECT
Product Strategy, Project Managment, Process Mapping, Design, Development, Testing and Training
Client: Cosan – Esso
Project Time: 10 months
Partners:
Graphic Design: Diz’Ain Soluções Interativas
Relationship Marketing: Omnion
understanding the scenario
understand workflow and dependencies
As soon as I joined the project, with the project scope already defined, I began detailing the processes and understanding the roles of key stakeholders. I developed a process map using BPM methodology and engaged the IT Architecture team to understand potential risks associated with technological integration.
How might we deliver a better experience than the competition?
I conducted a competitive analysis with the aim of establishing benchmarks, examining various websites, applications, or digital strategies to identify best practices, trends, and opportunities for enhancement within other points redemption platforms.
How might we prevent prevent cart abandonment during the redirect?
In collaboration with partner e-commerce platforms, we maintained the same layout within their platforms, allowing users to feel like they are within the same ecosystem, thereby increasing their sense of security
impact
With 1,700 stations in Brazil, the Esso network, under Cosan’s control, invested R$50 million in 18 months to modernize its brand. This included marketing actions such as a credit card launch with Esso and Santander, station facade revitalization, training, a points program, and a marketing channel for fuel retailers.
Despite various marketing efforts, the exact returns from the points program are unclear, though there is noted growth in convenience store sales and product sales by managers. Diesel and gasoline sales at Cosan Combustíveis e Lubrificantes increased by 16% and 9% respectively in one month.
inicial implementation after 2 months
iterations based on real users behavior data and user tests
The system implementation involving the distribution of payment machines, trainnning and an initial version of a web platform integration.
KPI monitoring was done by the client in collaboration with the Marketing team and we use to evaluate the effectiveness of technology implementations and make necessary adjustments.
campaign
In retrospect
During my participation in the project, I was able to understand and collaborate on a national-scale project, where our digital product needed to be integrated with points of sale across the country, as well as with major partners.
It was challenging to act as Product Manager during my manager’s vacation and lead the web design and development teams for the first time in a leadership role, but it was very satisfying to receive congratulations for the team’s deliveries during that period.
Overall, it was a unique learning experience where I was able to grow professionally.
acquisition
After approximately two years, a merger took place between the Anglo-Dutch multinational Shell and Cosan, resulting in Raízen – the company formed through the integration of the two businesses. Esso are now part of the Shell network, integrating the Esso Points Program into the Shell Resgate Fácil program, with points redeemable via the Shell Box App.