Octane - February 2011

Volume 2

February 2011

INDUSTRY NEWS - What's your ZIP code?

On February 0.41947565543071163 10th 2011, the California Supreme Court unanimously ruled that merchants can no longer ask for ZIP codes from customers who make purchases with credit cards.

According to the high courts, the ZIP code requests violate the Song-Beverly Credit Card Act, a state consumer protection law. The law prohibits merchants from recording such information or requiring the customter to do so claiming ZIP codes can be used as "personal identification information".

Investigations found that many companies were storing consumer ZIP codes within their own corporate databases. With the help of specialized computer software programs, businesses were then able to use the captured information to market and promote their products and services.

A consumer class action lawsuit has been filed alleging that the largest gas station chains in California are in violation of the Act by requiring customers who pay with a credit card to enter their ZIP code at the CRIND.

Many merchants, like those gasoline retailers required to be AVS compliant at the pump, disagree with the court's decision stating that it's just another type of "fraud prevention". According to several published articles, gas stations requiring ZIP codes at the pump are exempt from the law because the information is not stored. The information is instead, transmitted directly to the banks and credit card companies as a security measure to certify a credit card purchase.

No doubt this ruling will have a significant impact on California retailers. With several class action lawsuits already pending throughout the state, it is predicted that many more will be filed.

Have You Visited Lately?

SUPREMEOIL.COM

State Tax Facts

February 25, 1919 - Oregon becomes the pioneer of the first state gasoline tax ever! Oil is selling at $2 per barrel when Oregon decides to enact a one-cent gasoline tax. The tax was to be used for road construction and maintenance. It isn't much later that other states follow.

13 years pass, and in 1932, President Herbert Hoover adds another one-cent per gallon federal excise tax. Today, the national average state gasoline tax hovers around 22.44 cents per gallon -- plus an 18.4 cents federal tax excise tax.

A Supreme Employee

Rosalie has been employed in the petroleum industry since 1986. She started her career working for Petrolane, a propane distributor, as a dispatch assistant. In 1991, she went to work for Pacific Refining in the marketing department. In 1993, she started her long tenure with Supreme Oil and its affiliates. During this time, she has held various positions, including dispatch manager and has had involvement with trading, supply, operations and sales. For years, Rose ran the transportation department and helped grow the division that was once a small time operation to what we now recognize as Sunburst Transportation.

With Rosalie's 22 years in the Petroleum industry, she is well equipped to assist customers with their daily needs. Considered an expert at inventory management, Rosalie has proven that her diverse background and well rounded approach to her profession ranks her among the best in the industry.

RETAIL ROUND UP - To Buy or Not to Buy

Have you ever made a last minute purchasing decision? Chances are the answer is YES!

Research has shown that nearly 66 percent of all purchase decisions are made in the store. And 53 percent of those in-store purchases are made on impulse. You may ask yourself "How can I make the most of these numbers and target the impulse buyer? The answer is easy:

Point-of-Purchase Advertising, commonly known as POP

POP advertising is a highly effective tool designed to make the potential customer stop and investigate. Whether it is at the counter or the CRIND the ultimate goal is to persuade the customer into buying your product or service on the spot.

There are many types of POP signage and displays. You'll find that all major oil companies offer dealer POP support by using pump toppers, window clings, counter displays and pole wraps. These well planned, aesthetically attractive displays are designed with specific marketing prompts created exclusively for the brand.