arvato has prolonged its relationship with Valero Energy to manage the company’s Texaco Star Rewards loyalty programme, signing a three-year extension on a deal which began in 2012.

arvato will continue to manage the loyalty-scheme, which is used by over 600,000 members across 850 UK service stations. The firm has overseen a significant upturn in customer engagement through the scheme, with the average number of people registering for promotions and company communications after enrolment increasing by 11 per cent.

Debra Maxwell, managing director at arvato UK, said: “We’re excited to extend our successful relationship with Valero, which demonstrates arvato’s ability to implement innovative loyalty solutions on a large scale.

“The strong reputation of the Texaco brand means it’s critical the Star Rewards programme delivers a great customer experience, is managed effectively and helps Valero leverage additional commercial opportunities”.

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