Z Energy launches Z Rewards offering new loyalty incentives

Z Energy has launched a new loyalty programme called Z Rewards in partnership with Eagle Eye, a loyalty SaaS and AI technology provider.

The Z Rewards scheme allows customers to earn points on almost all transactions at Z sites, ranging from fuel purchases to food, coffee and EV charging. Points accumulated through the programme can be redeemed for a range of in-store items.

Customers have access to Z Rewards via the Z App, which provides a minimum of 6 cents off per litre, up to 100 litres, each day. Under the scheme, users receive one point for every dollar spent on fuel, and two points for every dollar spent in-store or on EV charging. With 500 points, customers are eligible for rewards such as coffee, pies, sausage rolls and cans of energy drink.

During the programme's March launch, participating customers were offered 20 cents off per litre on their first three fills, each up to 100 litres, a complimentary barista-made drink and an instant bonus of 300 points. The programme also offers a referral scheme, providing members with an additional 300 bonus points for each friend they refer.

Bronwyn Barberel, Head of Loyalty at Z Energy, described a positive reception to the launch, citing significant uptake among customers using the Z App to access Z Rewards since its rollout.

"Z Energy launched our new loyalty programme, Z Rewards, as a way to better recognise and reward loyal customers for more of their spend at Z, beyond fuel," she said.

"We've seen thousands more customers download and use the Z App to access Z Rewards since it launched, and it's been great seeing them all collect points and get treats. We have heard plenty of positive feedback from customers – and so far, Z pies have been the top choice of treat for our customers who've taken advantage of this part of our offer. We've had some great new pies on offer.

"We are excited about the future of Z Rewards and remain committed to giving our customers an excellent loyalty offer."

Andy Baird, General Manager for Customer at Z Energy, said the broadening of the loyalty programme beyond fuel reflects the company's evolving business focus.

"The evolution of the Z service station means along with providing fuel for customers, we are continuing to grow our network of EV charging stations at selected Z sites, and expand our grocery and convenience offers in-store," he said.

"It's important, therefore, that our loyalty offer evolves with us. Z Rewards does just that – offering customers points for almost all of their spend at Z, from fuel to food and coffee, through to EV charging."

Jonathan Reeve, Vice President for APAC at Eagle Eye, noted the partnership with Z Energy is timely within the context of global changes in fuel and convenience loyalty programmes.

"Eagle Eye is seeing rapid innovation globally in fuel and convenience loyalty, as retailers adapt to shifting consumer expectations and look to capture new opportunities, whether through EV charging, expanded grocery ranges, or value-added services," he said.

"In our view, Z Rewards is emerging as a global leader in this space. The programme stands out for its ability to reward customers however they shop and whatever fuel they choose, the clever use of popular 'treats' as incentives, and its differentiated approach to rewarding fuel versus grocery purchases.

"We're proud to be partnering with Z and are excited to support the next chapter of their loyalty journey - bringing even more value to consumers across New Zealand."

Z Rewards is available to all New Zealanders through the Z App, enabling users to earn rewards for various purchases at Z Energy locations. The company positions the programme as a way to say thanks to its customer base.