A family-run Gulf forecourt in Shropshire is celebrating after one of its regular customers struck lucky winning a “dream” holiday to Iceland through Gulf’s Oomph Rewards scheme – with the retailer reporting a clear boost in loyalty sign-ups as a result.
The win came at Newington Garage Services, a long-standing Gulf site supplied under the brand, which is the retail network of Certas Energy, the UK’s largest independent fuel distributor. Adrian Dajavs, a plumber who lives by the service station, scooped a two-night Reykjavik break after entering the national prize draw.
Site Partner, Sue Phillips, says this is the sixth win at her site since they joined the scheme and the first of the top prize/holiday wins.
“When we heard it was someone from our area, we were absolutely thrilled,” she says.
Newington Garage Services has been family-run since 1984, operated by Phillips alongside her parents and brother, and combines a forecourt with horticultural sales, servicing and repairs. The popular service station has been a proud Gulf site for 11 years and recently re-signed.
Phillips says the Oomph Rewards programme has become a useful tool for customer relationship building.
“We’ve had five or six winners over the years, but the Iceland holiday is the biggest prize yet,” she explains. “Every time someone wins, we put posters up saying, ‘Winner at this store’. People see that and it encourages them to scan their points and choose us.”
Gulf’s Oomph Rewards allows drivers to collect points on fuel and shop purchases and redeem them for prizes or national draw entries, giving retailers an added-value mechanic to help drive both shop and fuel sales.
Commenting on the win, Nicola McKeown, regional business manager, Certas Energy, said: “We’re delighted to see one of Newington Garage Services’ regular customers win such a fantastic prize.”
Certas Energy’s CRM and loyalty manager, Ryan Pilkington, added: “Our aim with Oomph Rewards is to help sites create stronger connections with their communities, and Sue and her team are a great example of how loyalty can translate into real footfall and customer retention.”
Upcoming prizes for Gulf customers include a Nespresso Vertuo coffee machine (last month) and a holiday to Tenerife (March).
