HOUSTON – Phillips 66 is taking its marketing in a new direction to drive more traffic, lower costs and increase efficiency, Petrol Plaza News reports. The campaigns will encompass a mobile wallet, apps, branded payment card, branding and television ads.

“With our industry continuing to change at a rapid pace, we're focused on developing programs that help our customers compete in the new world of convenience and petroleum retailing,” said Andy Viens, Phillips 66 president of global marketing.

The marketing initiatives will start soon, including a convenience store alliance (CSA) to provide national buying power to its branded stores. Also part of the program is KickBack Points Program’s KickBack TV, an in-store TV network that will offer advertising to businesses with products in its convenience stores. 

The Phillips 66 Proprietary Card Program will team up with GE Capital that will provide cardholders with a nickel per gallon discount on fuel. In addition, Phillips 66 has become part of the Merchant Customer Exchange (MCX), which is working on mobile payment solutions.

“We know our future success depends on the strength of our customers' businesses, and we're deeply committed to responding to their needs and enhancing our marketing programs,” said Viens. “We think these programs are a great first step in strengthening our branded offering and are very excited about the new possibilities they offer to both customers and consumers.”