MOL MOVE is a powerful customer platform boasting more than 5 million users in 8 countries in CEE. It is truly more than just a loyalty scheme: it is employing world-class customer relationship management, marketing automation capabilities and it is all driven by customer data. The platform is sending almost 10 million personalized, segmented offers fully automated – every month. And most importantly it has been significantly contributing to MOL Retail’s successes in the past years by increasing customer loyalty, boosting basket size and frequency and by enhancing MOL’s brand value overall.
MOL MOVE holds a huge value for MOL Group already – but have we really unleashed its potential? Our answer is clear – we are just getting started.
MOL GroupConsumer Services’ 2030+ strategy is illuminating the path forward:
Business opinion leaders state that the global economy is undergoing a massive transformation where boundaries among traditional sectors are fading and are being redefined based on customer needs and preferences with the help of technology and data. The focus is shifting from excelling in a specific business line to providing customers with a comprehensive experience – when a company already has the customer contact and the customer data to support.
A prime example is Booking.com which – after significantly disrupting the way how we book an accommodation – is now embracing the ecosystem challenge.They aim to cover all of the travellers’ needs: from flights to hotels, from experiences to insurance. And all that is integrated with shared customer interfaces, processing (ie. payment) technology and use of customer data. And oh, a loyalty scheme – Genius.
MOL has been a trustworthy partner for customers and businesses on the move in CEE, besides the obvious fuel and convenience retail serving more than a million customers every day, MOL has ventured into other mobility businesses in fleet management, public transportation and shared mobility.
Our proposition: leverage this customer trust, extensive experience in multiple lines of the mobility business and the powerful platform MOL MOVE along with the base of our 5 million customers to address more of their everyday mobility and regional travels. The glue binding these elements together? Loyalty of course.
While we are intending to keep MOL MOVE what it is – a strong way to incentivize and reward our loyal customers in a fun and engaging way, we also want to enrich the offering, particularly in relation to mobility.
We are building our ecosystem strategy on three pillars:
1. Enhancing Customer Value: Introducing partner offers and loyalty collaborations. We can provide more to our loyal customers by integrating unique offers of our partners and ways to earn points in other services as well.
2. Supporting Mobility Needs: integrating services related to mobility– both external and MOL-operated. We want to cater our customers’ needs in every way they use their vehicles and even beyond when it comes to their everyday mobility.
3. Elevating Employee Mobility Experience: integratingB2B2C mobility experiences in MOL MOVE. As the boundaries between company and personal travel blur, we strive to provide a unified, exceptional customer experience for both private consumers and company drivers/travellers.
We ensure a great customer experience and alignment with our vision by adhering to the some principles:
1. Concentrating all the above experiences, services, features in one Product team – regardless the business line they are serving.
2. Our vision is driving our roadmap but we are insisting on building customer insight and data into our feature and service backlogs.
3. We are focusing on our vision: building a mobility ecosystem and we are reluctant to become a mediumfor random services/offerings.
4. We are building on the strength of the existing business and technology platforms that we have: loyalty and data.
