Why Consumer Connection Matters More Than Ever

This article is brought to you by Phillips 66. 

Today's consumers have more fueling options than ever before, making it increasingly important for retailers to create experiences that build loyalty and encourage repeat visits. Industry leaders say that winning consumers is no longer about a single transaction—it's about creating meaningful connections throughout the consumer journey.

That shift was a key theme at the 2026 Phillips 66 Marketing Conference in Las Vegas, where marketers and retailers discussed how brand awareness, digital engagement and loyalty programs can work together to influence consumer choice.

According to John Field, Senior Director of Brand Marketing at Phillips 66, advertising, digital experiences and loyalty programs should not be viewed as separate initiatives, but as parts of a connected brand experience.

"Consumers interact with brands in many different ways before they ever reach a station," said Field. "Every interaction is an opportunity to build familiarity, trust and loyalty."

Phillips 66 has evolved its marketing strategy from separate campaigns to a more unified approach across the Phillips 66®, Conoco® and 76® brands.

"This approach allows Phillips 66, Conoco and 76 to benefit from integrated media investments while maintaining the distinct identity of each brand," said Field.

That strategy includes a mix of sponsorships, influencer marketing, paid search and social media designed to keep the brands top-of-mind until consumers make fueling decisions.

The company's social media audience now exceeds one million followers, up 40% over the last two years, while influencer campaigns generated 13 million consumer impressions in 2025, according to Field.

However, awareness alone is not the objective.

"The goal is to create lasting consumer relationships that influence station choice and encourage repeat visits," said Field.

Loyalty programs play an important role in that effort. In 2025, the Fuel Forward® app recorded more than 650,000 downloads, helping connect brand engagement with ongoing customer rewards.

"Phillips 66's approach to loyalty is built around listening, simplicity, flexibility and long-term value," said Field.

As competition for consumers continues to intensify, retailers are looking for ways to strengthen engagement beyond the pump. Increasingly, successful strategies combine brand building, digital engagement and loyalty into a connected experience that keeps customers coming back.

For retailers focused on long-term growth, the challenge is no longer simply attracting consumers—it's creating the kind of relationship that turns a one-time visit into lasting loyalty.

Learn more about site branding opportunities with Phillips 66®, Conoco® or 76®.   

This is the second article in a two-part series from Phillips 66. Read about the relationship between retailers and fuel providers in part one.

Consumer Insights Loyalty programs