Q8 and the high-value customer challenge.
In fuel retail, competition runs almost entirely on price and location. We worked with Q8 to build something that went beyond the forecourt: a program that rewarded the most loyal customers — those with the highest spending levels — in a way that price changes couldn’t undermine.
Building the Q8 Privilege ecosystem
We developed Q8 Privilege: a membership program dedicated exclusively to the VIP cluster of ClubQ8, designed to shift the relationship from transaction to perceived value. Not an upgrade of the existing points scheme — a separate ecosystem with its own identity and logic.
The program was built around three pillars. Exclusive rewarding: double Punti Stella acceleration for Privilege members, plus access to a catalog of 150+ brand partners through Shop&Reward. Money-can’t-buy experiences: exclusive events, 2×1 e-ticketing and a monthly calendar of opportunities not available elsewhere. And digital infrastructure: a dedicated platform integrated with the ClubQ8 ecosystem, hosting events, discounts and member benefits.
To make it happen, we:
- Developed the concept and identity of the Q8 Privilege program
- Designed and implemented the rewarding system with dedicated point acceleration
- Built the partnership network for exclusive prizes and experiences
- Developed the dedicated platform and website
- Integrated the 2×1 e-ticketing service
- Managed all communication to program members
Rewarding the customers who already chose to stay
Q8 Privilege shifted the center of the relationship from price to value. A Privilege customer is no longer weighing up the cost of a fill-up — they belong to a world that consistently recognizes them in ways no competitor can replicate by simply lowering their prices.
Making that work requires holding strategy, rewarding, technology and communication together under one coherent direction. That’s what turns a high-value customer cluster into a brand-loyal community.