WELCOME

10 MINUTES

• Understand the JOURNIE

Rewards program

• Explain JOURNIE Rewards

to your customers

• Understand the support

you’ll receive throughout the

roll-out of JOURNIE Rewards

OBJECTIVES FOR TODAY

9:30 Welcome

Introducing JOURNIE Rewards

Program Strategy

Processing JOURNIE Rewards

JOURNIE Rewards Program Support

Question Period

Wrap Up

11:30 End

AGENDA

INTRODUCINGJOURNIE REWARDS

60 MINUTES

• An overview of JOURNIE Rewards.

• How it works.

• Benefits of the program

JOURNIEREWARDSAT A GLANCE

Free Rewards at 75

and 150 Points

Get freebies as you go

1L = 1 Point

Earn at all our pumps

*at participating locations Save $0.07/L every

300 points

Save more on fuel

$1 = 2 points*

Earn more in-store

HOW IT WORKS

75pts

Unlock 1st reward Unlock 2nd reward

Unlock Fuel

Discount

Next CycleAutomatically starts

Excess Pointscarry over

JOIN

JOURNIE

REWARDS0 40 80 120 160 200 240 280 300

Extra points carry over to the next cycle!

Fuel and Merch Purchases = Points Accumulation =

Unlocked Rewards and Fuel Discount!

150pts

300pts

HOW IT WORKS

75pts

Unlock 1st reward

JOIN

JOURNIE

REWARDS0 40 80 120

75pts

Unlock 2nd reward

40 80 120 160 200 240

150pts

Unlock 1st reward

Unlock 2nd rewardUnlock Fuel

Discount

Next CycleAutomatically starts

Excess Pointscarry over

120 160 200 240 280 300

150pts

300pts

Unlock Fuel

Discount

Next CycleAutomatically starts

Excess Pointscarry over

240 280 300

300pts

JOURNIE Rewards:

• Brightens our customer’s day

• Rewards their loyalty

• Saves them money

• Personalizes their experience

WHATDOES THIS MEAN?

PARTNERSHIPS

AN AMAZING NEW PARTNER!

• Mutually beneficial for both the CIBC partner and

your site

• A whole new set of CIBC customers to bring to JOURNIE Rewards

• More cross-brand opportunities

• One of the major Canadian Banks showing their support and belief for the JOURNIE Program

• These customers spend ~$5 billion on gas

and c-store purchases

• 8 million eligible customers who could

take advantage of the programCIBCPARTNERSHIP– PROGRAM BENEFITS

CIBCPARTNERSHIP– CUSTOMER BENEFITS

When a customer pays with a linked CIBC credit or debit card:

• Save $0.03 per litre on every fuel purchase

• Save $0.10 per litre when they reach their fuel discount reward (300 points)

LINKINGYOUR CARD

LINKINGYOUR CARD

LINKINGYOUR CARD

CIBC

JOURNIE

PILOT EMAILS

CIBC

JOURNIE

WEBPAGE

Register Subscribe Link

JOURNIEREWARDSNEW MEMBEROFFERS

Bonus Offer:

75 Bonus Points

(for Registering Membership)

Duration:

Launch – April 30

Customer

Communication:

POS, Website Banner, Receipt

Messaging

JOURNIEREWARDSNEW MEMBEROFFERS

Bonus Offer:

75 Bonus Points

(for Opting-In to Communications)

Duration:

Launch – April 30

Customer Communication:

Web + App Messaging

JOURNIEREWARDSNEW MEMBEROFFERS

Bonus Offer:

150 Bonus Points

(for linking JOURNIE Rewards to CIBC)

Duration:

Launch – April 30

Customer Communication:

Email and Mobile Push Notification,

Web + App Banners

(must opt-in to receive)

FLEET PROGRAM

A JOURNIE Rewards Fleet Program is currently being

developed.

More details will be coming soon!

PROGRAM STRATEGY

25 MINUTES

• How the program benefits customers

• How the program benefits your Site

• How the program benefits Parkland

Customers are more likely to continue doing business with brands that have good loyalty programs

of Members are more likely

to recommend brands with

good loyalty programs

WHY A LOYALTY PROGRAM?

79%73%

5-10%

66%

Source: 2018/19 Bond Loyalty Report

Loyalty Members likely to buy

more often and spend more

than non-loyalty Members,

resulting in an average of 5-

10% revenue increase

of Members modify their

brand spend to maximize

loyalty program benefits

With the mobile app, customers can:

• Activate and claim rewards

• Track their JOURNIE Points and Fuel Discount progress

• Get informed about special surprise-and-delight offers

• Access JOURNIE ID codes to enter at the pump or scan in-store

A DIGITAL LEADING PROGRAM

Register through the App to get the most out

of the JOURNIE experience.

• Mobile App users are 1.4x more frequent compared to Call

Centre Users

JOURNIEREWARDS PILOT BY THE NUMBERS

• Members fill 10 litres per transaction more than

Non-Members

• 70% of enrolled Members have downloaded the Mobile App

• Mobile App users spend 1.3x more than JOURNIE.ca users

and 1.5x more than Call Centre users

1L = 1 point

$1 = 2 points

1L = 10 points

$1 = 10 points

1L = $0.03 in

Canadian Tire Money

1L = 10 point

$1 = 10 points

Free Rewards at 75

and 150 points

Every 1000 points

equals $1 off

34L = $1 off

Min. 10,000 points =

$10 to redeem

$0.07 off per litre

every 300 points

$0.05 off per litre at

10,000 points

Only available to

redeem at PC Retail

or Shopper’s Drug

Mart stores

THE COMPETITIVE LANDSCAPE

COMPARED TO COMPETITORS, JOURNIE REWARDS MEMBERS:

• Receive rewards faster

• Obtain a fuel discount faster

• Receive great value per litre

• 1 point per litre

• 2 points per dollar in C-store

• Get choice and personalized rewards

THECOMPETITIVE LANDSCAPE

JOURNIE NATIONAL LAUNCHSITE TURN ON

January March

10th | 24th | 31st

April

7th

February

• The JOURNIE Rewards customer journey

• How to ask customers for their JOURNIE

Membership.

• How to ask non-enrolled customers to join

JOURNIE Rewards.

• Earning points

• Getting rewards

• Reconciliation

• Marketing

• Operations

PROCESSING JOURNIE REWARDS

40 MINUTES

• Ask indirectly

• Highlight benefits

• NEVER ask for their JOURNIE Card or if they want one

ASKINGABOUT JOURNIE

Thanks for fueling up! Did you reach

a JOURNIE Reward today?

Would you like to collect your

JOURNIE Points on your purchase?

Do you have any unlocked JOURNIE

Rewards to go along with that?

“

”

JOURNIE in :05CAPTURECUSTOMERS ATTENTION

Would you like to join JOURNIE

Rewards and earn seven cents off

per litre every 300 points?“

”

ONE ADDITIONAL SIMPLE PHRASE:

CAPTURECIBCCUSTOMERS ATTENTION

As a CIBC customer, you can

earn three cents off per litre every

time you fuel up and get ten cents

per litre off every 300 points.

“ ”

• New members can register through our App or with their plastic card number online or by calling the contact centre

• All members can earn points as soon as they have a card

• Only registered members are able to claim rewards

HELPINGCUSTOMERSJOIN JOURNIE

Register Subscribe Link

• Peel the card back from the backer to scan the barcode (aka membership number)

• If the card becomes removed from the backer, make sure to stick it back on the backer before handing it to the customer so they have this important information

HELPINGCUSTOMERSJOIN JOURNIE

PAY-AT-THE-PUMP

• Requires either card or 6-digit temporary code to be entered before every transaction

• Required for Fuel Discount and to accumulate points

• Customers who forget their card or code can call the contact centre to collect points missed on a transaction* so long as they keep their receipt

*within 30 days

EARNINGJOURNIEREWARDS POINTS

C-STORE TRANSACTIONS

• For fuel or backcourt items, customers can use their card or scan their code within the App

• Membership must be scanned before a transaction is completed in order for points to be awarded or offers to be redeemed

• Customers will not be able to earn JOURNIE Rewards on tobacco, alcohol, or gift cards

• Customers will earn JOURNIE Rewards on lottery!

• Customers can call the contact centre to collect points missed on a transaction* so long as they keep their receipt

*within 30 days

EARNINGJOURNIEREWARDS POINTS

Customers must opt-in to communications for the App and/or email in order to get the most out of JOURNIE Rewards

• The App will communicate with notifications

• Opting through email will alert Members with email messages

• Notifications they will receive are:

• Reminders they’re close to receiving a reward

• Unlocking a reward offer

• Reminder to claim a reward

• Upcoming expiration of unlocks/rewards

REWARDS COMMUNICATIONS

CLAIMING REWARDS

• Fuel Discount is automatically applied on their next fuel purchase when they scan their JOURNIE membership

• Offers are available to choose for7 days before they expire

• Once chosen, offers are available to be applied for 30 days before they expire

• Fuel Discount limited to 100L of fuel

• Customers can select the reward they wantto claim by using the JOURNIE App, logging on to JOURNIE.ca, or by calling in to the Customer Contact Centre

PROCESSING JOURNIE REWARDS

C-STORE TRANSACTIONS

• Activated offers automatically applied when reward item is in basket

• POS will display a reminder if a reward is ready to be redeemed

• Receipt will display points earned on each transaction

• Unregistered cards will have a message prompting CSRs to remind customers to register their card

• Make the moment special

• Go above and beyond

• Give them a memorable experience

• Ensure they know their reward is “on us”

ENJOYING REWARDS

This one’s on us

Congratulations! You’ve earned a free

reward on us!

Thanks for being a loyal customer! We

hope you enjoy this free reward on us,

you’ve earned it!

“

”

Your adoption of JOURNIE Rewards will also be supported by plenty of customer-facing marketing pieces

• Sites event – Street teams

• Social media and AdWords

• Radio

• Direct Mail

• Billboards

• Web banners

MARKETING COMMUNICATIONS

DEALERMARKETING MATERIAL

JOURNIELAUNCH UNIFORMS

You will be receiving all signage, apparel, and cards in boxes that will be marked with a sticker.

• Signage and Apparel will be marked with a large yellow sticker

• Cards will be marked with a large blue sticker

Open all boxes to confirm you have received everything

Put these boxes somewhere they can easily be found again

MARKETING SIGNAGE

TERMS AND CONDITIONS

• Maximum points earned in a single purchase

• 150 points max fuel earn

• 200 points max merchandise earn

• 350 points maximum earned on fuel and merchandise

• 100L maximum litres for fuel discount

• $0.35/litre maximum fuel discount plus any CIBC promos

• No ability to link or share accounts

• Customers must be 16 years of age and a resident of Canada

• JOURNIE App or Journie.ca for more info

PRIVACY POLICY

• Customers control their data and can update their communication preferences

• Personal customer data is not sold

• Any data shared with Parkland is used to facilitate the program, fulfill prizes, or for research purposes

• Data is stored and kept within Canada

• JOURNIE App or Journie.ca for more info

OPERATIONALCONSIDERATIONS –CUSTOMER

58

COLLECTING JOURNIE REWARDS

• We want all our employees to sign up and enjoy the same rewards their customers are getting

• Employees are never allowed to collect points that are earned by a customer

• Not allowed to hold cards for customers under any circumstances

• All loyalty activity is monitored. There are daily reports that flag unusual activity that are attached to the employee ID logged into the system at the time unusual activity occurs

TIPS AND CUSTOMER REWARDS

• Not allowed to accept or collect a customer’s JOURNIE Points or Rewards as a tip or thank you or on behalf of another cardholder, even if the customer requests they do so

OPERATIONALCONSIDERATIONS –FRONTLINE

SITE’S

PARTICIPATIONCORO/CORP DEALERS

Issue points on fuel Yes Yes

Issue points on merchandise Yes No

Redeem fuel discounts Yes Yes

Redeem core loyalty items* Yes Yes

PROGRAM PARTICIPATION

*The 17 core Loyalty items are common products you most likely carry today, list to follow shortly.

ALL SITES

• You must keep these 17 core loyalty products in stockto support customer redemptions

• Make sure all Frontline Employees are aware of the back up options available

MERCHANDISE

RECONCILIATION

IT’S EASY!

Brand-specific details for

the reconciliation process

will be provided in the

training documentation.

Fuel Merchandise

Ultramar PDI Daily Daily

• Confirm reception of all JOURNIE Rewards marketing/signage/apparel material (marked by a large yellow sticker on boxes)

• Confirm reception of JOURNIE Rewards Cards (marked by a large blue stick on boxes)

• Confirm all JOURNIE Rewards Core Reward Items are in-stock

• Verify BU# with TMs (found on POS)

• Confirm correct POS version is installed

• Have all employees added to Parkland Learning Portal

• Have all employees complete the JOURNIE Rewards eLearning training modules on Parkland Learning Portal

PRELAUNCH PREPARATIONS

• Confirm JOURNIE Rewards is live on all POS terminals on a regular basis

• Run a merchandise transaction and a fuel transaction with a scanned JOURNIE Rewards Card to ensure the system is functioning properly

• Put up all interior and exterior JOURNIE marketing/signage materials by 12pm

• Walk around all pumps to confirm JOURNIE Rewards messaging appears on all pump displays

• Make sure a manager is on-site for launch day to assist with preparing your station and handling customers

DAY OFLAUNCH PREPARATIONS

JOURNIE REWARDS PROGRAM SUPPORT

20 MINUTES

• Frontline Training

• Online Training

• Sustainment

• JOURNIE Handy Guide + Monitor Flag

• JOURNIE Support Number

Navigate to the UltiPro Learning Portal:

• https://learning.ultipro.com/login.php?force=1

Login using your email address

• (i.e., stn12345@parkland.ca)

Password is Password1

• This is the default password and can be changed once you are logged into the Learning Portal

ACCESSINGTHE PARKLAND LEARNING PORTAL

Retailer Landing Page

• The login page you see is dependent on whether you are a Retailer or Dealer

• See all course content by navigating to Training > Courses

• JOURNIE Courses will be promoted as they are released, which are displayed on your HOME page

YOUR LEARNING PORTAL LANDING PAGE Dealer Landing Page

Courses in Progress and Promoted Courses

• Designed for Mobile

• To be done on Site on the job

• 2 x JOURNIE Fundamentals Modules roughly 15-20 minutes total each

• 1 x JOURNIE Experience Module roughly 15-20 minutes

• 5 x JOURNIE Rewards Mini Sustainment Modules, roughly 1-2 minutes total each

FRONTLINETRAINING –ELEARNING TRAINING

Your Team has a Chance to Win

If a CSR completes all 3 eLearning courses, they’ll be entered into a draw for their chance to win:

• $50 Ultramar Gift Card

• JOURNIE Rewards Wireless Bluetooth Speaker

• JOURNIE Rewards Tablet Bag

If every CSR at your station completes all three eLearning courses, the station will be entered a draw for a chance to win:

• $50 Ultramar Gift Card for every CSR at the Station

FRONTLINETRAINING –EMPLOYEE INCENTIVE

• Program Overview

• Loyalty Program Benefits

• Site Benefits

• Frequently Asked Questions

• Best Practices

• Addressing Customer Objections

JOURNIE REWARDS FRONTLINESUPPORT GUIDE

CONTENTS

70

JOURNIEREWARDSMONITOR FLAG

CONTENTS

• Best Practices

• Quick Reference

• JOURNIE in :05

• Simple Answers

• What is JOURNIE Rewards?

• How does it work?

• Why should I join?

• How do I join?

For any non-customer related questions/problems regarding:

• JOURNIE Rewards Program

• POS

• Technical support

• Reconciliation

ADDITIONALJOURNIEREWARDSSUPPORT

Call SOROC

1-844-690-4995

If there is a customer problem you aren’t able to resolve, always direct them to the Customer Contact number:

CUSTOMERJOURNIEREWARDSSUPPORT

1-833-JOURNIE(568-7643)

Customers will need their JOURNIE Card Number and date and time of the transaction when they call.

JOURNIE REWARDS CHALLENGE20 MINUTES

What additional benefit do CIBC customers get?

QUESTION 1

3 cents off per litre on every fuel purchase

What is the first step for customers to claim their JOURNIE Rewards offer?

QUESTION 2

Register their JOURNIE Rewards membership

A customer wants to register for JOURNIE Rewards, but they don’t have an email address. What is the first thing you should tell them to do?

QUESTION 3

Call the Contact Centre

What three steps should customers follow in order to get the most out of the JOURNIE Rewards program?

QUESTION 4

Register, Subscribe, Link

A customer has bought $200 worth of fuel, how many JOURNIE Rewards points would they get for this purchase?

QUESTION 5

150 points

QUESTION PERIOD

25 MINUTES

WRAP UP

20 MINUTES

Future enhancements coming to the

program:

• Householding

• More points for Premium Fuel

• Personalized Promotions

• Enhanced Transaction History

• National Fleet Program

• Additional Future Partnerships

• Mobile Payments

WHAT’S NEXT FOR JOURNIE REWARDS?

❑ Follow your Checklists! (found in your

resource package)

❑ Make sure the 17 Core Reward Items are in

stock for launch

❑ Inform your Frontline employees about

JOURNIE Rewards and what they can expect

❑ Utilize your JOURNIE Rewards Support

Materials

❑ Take upcoming eLearning courses

❑ Stay tuned for JOURNIE Rewards Launch

❑ Become a JOURNIE Rewards Member!

NEXT STEPS

CLOSING REMARKS

THANK YOU