I think the business principle was flawed.
OK 100k sign up, how many of that will actually shop in one place - remember fuel for many is bought as and when required at the place convenient to where you are at the time.
The supermarkets are the big players and they sell their fuel at close to margin and also use it as an incentive for main store shopping where their margins are much higher.
So they would not beinterested in securing Pipeline business as they already have their own loyalty schemes. And if Pipeline did manage to negotiate a deal with, say BP, then the supermarkets could afford to price match when it suited them.
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Pipeline Card new
Pipeline Card new