Global data and insights company Pureprofile Limited (ASX: PPL) today announced a partnership agreement with AA Smartfuel, New Zealand’s largest fuel rewards programme and one of New Zealand’s largest, most engaged loyalty programs with partnerships including major fuel retailers such as BP and Caltex.
AA Smartfuel’s cardholder base of 2.3 million New Zealanders will accelerate Pureprofile’s insight, media and customer acquisition in New Zealand, allowing the company to reach the majority of NZ consumers aged over 16 years. The new partnership follows the strategic alliance agreed in May 2016, which enabled Pureprofile and AA Smartfuel to quickly launch and scale a large, nationally-representative consumer research panel that delivers quality data.
Combining Pureprofile’s sophisticated panel and consumer profiling technology with AA Smartfuel’s deep engagement with New Zealanders, the AA Smartfuel partnership will see Pureprofile rapidly scale its programmatic media presence in NZ.
Pureprofile will apply its proprietary technology to the 2.3 million AA Smartfuel cardholders to overlay rich interests, demographic and behavioural data. This partnership will enable AA Smartfuel programme partners to access the profiles through programmatic media – including video, display and social – in premium brand safe environments vetted by Pureprofile. It will also benefit cardholders by providing more targeted advertising that aligns directly with their interests and behaviours.
Pureprofile Founder and Chief Executive Officer Paul Chan said the partnership is key to Pureprofile’s NZ growth strategy.
“The AA Smartfuel agreement will rapidly boost our consumer acquisition pathway in New Zealand and create immediate opportunities for leading brands who are AA Smartfuel programme partners to access Pureprofile’s deep customer data and insights. We will use this substantial customer base to develop a number of longer term opportunities within the New Zealand market. Pureprofile is focused on creating value for consumers, so we are excited to partner with a company who shares this ethos,” said Chan.
Ian Sutcliffe Director of AA Smartfuel said: “Pureprofile’s technology and its ability to generate insights about consumers is extremely sophisticated, while being sensitive to consumer privacy. We are excited to be a partner and help bring this offering to the NZ market.”
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