GO Gas Stations grow loyalty membership 133% and fuel volume per visit by 60%

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YoY growth in enrollments

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higher spend per visit (litres per tank)

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average campaign response rate

At a Glance

Ipragaz GO partnered with Extra360 to launch the GO Card Loyalty Program across all GO fuel & gas stations nationwide — moving beyond discounts to loyalty-powered relationships that drive stronger retention and higher fuel sales.

Industry
  • Energy & Fuel Retail
Products
Recognition

4 Gold Stevie® Awards (2018)

  • Sales Enabler of the Year
  • Incentive Management Solution of the Year 
  • Marketing Solution of the Year
  • Demand Generation Program of the Year
Media

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Overview

Ipragaz, a trusted energy leader in Türkiye since 1961, entered the fuel retail sector in 2013 with the launch of GO Fuel & Gas Stations. In an industry dominated by international and local giants, GO set out to differentiate not through price competition but by delivering stronger customer relationships and smarter engagement.

To achieve this, Ipragaz partnered with Extra360 to design and implement the GO Card Loyalty Program, an end-to-end customer engagement platform that redefines how drivers connect with fuel brands.

Challenge

The Turkish fuel retail market is one of the most competitive in the world, with thin profit margins and fierce price-based competition. As a new entrant, GO needed to quickly attract customers, encourage repeat visits, and build loyalty that would stand out against established players.

The strategic challenge was clear:

  • Move beyond price wars by focusing on individual and fleet customer loyalty.

  • Deliver personalized campaigns at the pump to increase repeat sales.

  • Provide better value and non-fuel benefits to become the preferred retail chain.

Solution

Working with Extra360, GO launched the GO Card Loyalty Program — a fully integrated system covering every customer transaction and engagement channel.

Key features included:

  • Pump integration: Real-time customer recognition at pumps via contactless smart cards, phone numbers, or license plate matching — ensuring personalized offers at the exact moment of fueling.

  • Omni-channel engagement: Call center, customer portal, and SMS/email campaign integration to provide seamless communication and benefits tracking.

  • Smart campaigns: Highly flexible campaign mechanics by segment (B2C and B2B), product, location, amount, and frequency, plus fraud management tools.

  • Incentives for station teams: Gamified incentive schemes that rewarded sales teams for driving new loyalty enrollments.

  • Customer satisfaction automation: Monthly surveys with instant rewards, ensuring continuous feedback loops.

  • Third-party and cross-brand benefits: Partnerships with QSRs, dry cleaners, car washes, maintenance and service providers, plus synergies with Ipragaz’s own sub-brands for added value.

Results

The Program changed the dynamics of the customer value proposition in the sector. Moving the market away from catalog-based promotions and price-led competition toward a modern, loyalty-first model. 

  • 133% increase YoY (2016 vs. 2017) customer enrollment,
  • 1 new customer every 5 minutes
  • The average Litre sold per tank is 60% more for GO Card members, than the average Litre sold to non-members
  • 1500+ segment-based campaigns are implemented each year with a 30% response rate in bonus campaigns and over 50% response rate in discount-based campaigns.
  • Specialized campaigns are implemented throughout the year; such as, “Thank you for being a member, membership anniversary”, “Customer birthdays campaigns”, “special days Women’s Day – 8 times bonus”, “Your bonuses increase as your frequency increases”
  • Cross-retailer campaigns (QSRs, dry cleaners, car washes, maintenance) deliver non-fuel benefits to loyal members.

Why It Works

By combining real-time personalization at the point of purchase with omni-channel engagement, GO Gas Stations created a loyalty program that not only grew membership but also significantly increased sales per visit. The platform proved scalable, adaptable, and capable of sustaining competitive advantage in one of the toughest fuel markets in the world.

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