TotalEnergies - CircleK

TotalEnergies & Circle K — Turning a few seconds at the station into a seamless loyalty experience.

THE CONTEXT

Engaging customers without slowing them down

At TotalEnergies and Circle K service stations, customer attention is limited: drivers refuel, pay and continue their journey. Together with Fast Retail, the objective was to introduce promotional contests into this short interaction and create a loyalty experience that customers could join naturally, without adding unnecessary friction. The challenge was therefore to combine a very simple user experience with a robust digital infrastructure capable of supporting recurring campaigns across the Belux.

THE CHALLENGE

Making the technology disappear behind the experience

Behind a few clicks lies a demanding technical environment: existing infrastructures, secure data exchanges, GDPR requirements, campaign-specific quotas and significant traffic volumes. The user should never have to deal with that complexity. Participation needed to remain immediate, intuitive and reliable whether customers were in the station, on the road or checking their email later. The challenge was to design a system robust enough to manage these constraints while keeping the experience almost effortless.

OUR RESPONSE

A repeatable digital activation platform

We designed a mobile-first platform built around a simple participation journey. After an eligible purchase, the customer receives an email containing a unique and secure link. From there, the experience is reduced to three steps: open the email, participate and discover the result. No application to install and no unnecessary registration flow: every interaction was designed to minimise friction and make participation as immediate as possible.

TECHNOLOGY & SECURITY

Complexity where users never see it

The platform connects with the existing partner ecosystem to manage eligibility, secure participation and campaign mechanics. Single-use tokens, anti-abuse measures, rate limits, operation-specific quotas and event logging help ensure reliability and control throughout each activation. GA4 and dedicated reporting also make it possible to follow key interactions, identify drop-offs and optimise the experience throughout the campaign.

CREATIVE EXPERIENCE

Adapting the platform to each promotional universe

The digital experience is designed to evolve with each campaign while remaining technically consistent. Visual identities, animations, banners, email templates and digital assets are adapted to the partner brand and promotional concept, creating a recognisable universe without rebuilding the underlying system each time. Each activation can therefore express its own personality while relying on the same robust digital foundation.

EMAIL & CAMPAIGN ACTIVATION

Delivering the right message at the right moment

Email plays a central role in the participation journey and was therefore treated as part of the experience rather than simply as a distribution channel. Responsive templates, multilingual content, subjects, preheaders and reminder sequences were designed to work consistently across devices and campaigns. Technical deliverability requirements were also integrated to ensure that participation messages reach customers reliably at the moment when the activation is most relevant.

THE RESULT

A scalable promotional ecosystem across the Belux

Campaign after campaign, the same digital foundation can support different promotional concepts while maintaining a fast, secure and measurable user experience. The system is designed to activate up to 500,000 users per quarter across the Belux, combining creative flexibility with the technical robustness required for large-scale customer campaigns. A digital ecosystem where technology, communication and loyalty mechanics work together without slowing down the customer journey.

SCOPE

Campaign strategy, UX/UI Design, Digital activation, Custom web development, Marketing automation, Technical integration, Security, Email marketing, Multilingual adaptations, Analytics & reporting.