In Togo, digital technology is becoming a key driver of customer loyalty at service stations

The hydrocarbons sector in Togo is continuing to evolve, driven by a gradual drive to modernize services and change consumer practices. In a highly competitive environment, customer loyalty strategies have taken center stage.

Against this backdrop, Compagnie Africaine de Pétrole (CAP Togo) launched "MyCAP", a loyalty program for service station customers, on Thursday April 16. The initiative is based on a system of accumulating points with each fuel purchase, enabling users to access various benefits in the form of discounts and rewards.

The scheme concerns both customers using the e-cap electronic card and those paying for their purchases in cash. For the latter, membership involves an initial consumption threshold entitling the holder to a loyalty card, which is then used to track transactions and accumulate points via an electronic payment terminal.

According to CAP Togo Deputy General Manager Adenyo Koudjo Bruno, the program is part of a strategy to transform customer relations. " MyCAP enables us to move from a strictly commercial relationship to a more ongoing relationship with our customers, by rewarding their regularity and loyalty within the network ", he said.

For her part, Sales Director Aïda Bako emphasizes the inclusive approach of the system. "The aim is to enable all our customers, whether they use electronic solutions or pay in cash, to benefit from the same opportunities for recognition and advantages within the network," she explained.

Beyond the announcement, this initiative illustrates a broader trend observed in the hydrocarbons sector, where the gradual digitization of services is accompanying the rise of loyalty programs. Service stations are thus becoming places where customer relationship management increasingly relies on digital tools and individualized follow-up systems.

In this context, the question of the effective adoption of these systems by consumers, and their impact on consumption habits, remains open.

Source: www.togofirst.com/