Convenience Retailing Marketing

Strategic & Tactical Accomplishments :

Strategic & Tactical Accomplishments Dan Stiel Stiel Direct LLC dstiel@stieldirect.com (714) 389-7550 1

A Career of Tactical Achievements :

15+ years of Product & Marketing Leadership Pay-at-the-Pump Fleet/Commercial Cards Co-branded, Private label credit and prepaid Cards Visa Check Cards & Interlink New Financial Services Supermarket banking Credit, Deposit, Fee Services New Self-Serve Banking Off-site ATMs & Banking Kiosks Supported marketing launch of Cirrus in 1985 2 A Career of Tactical Achievements

A Career of Strategic Achievements :

Developed/launched innovative product marketing strategies and tactics: Acquisition and brand-building Web, Direct Mail, POS, Special events, Traditional and social media, In-store sales and merchandising Account & Service Activation through: Occasion & Lifestyle marketing Increased Usage: Cross-sell, Frequency, CRM strategies Preference strategies Improved Retention Customer service & call-center training Life event & database marketing Developed New Markets Underserved, Spanish, payments Discovered New Market Insights Buying preferences, pricing strategies, marketing tactics 3 A Career of Strategic Achievements

Created a New Convenience Retailing Category :

Developed QSF (Quick-Serve Financial) Services Category Management Improved retailer focus, strategy, results in delivering financial services and payment solutions to their clients Payment Solutions for consumers and business customers Supporting convenient & hassle-free ways for customers to pay for the products and services our retailers sell Developed Fee Income Programs Focused on delivering risk-based services that meet customers needs, which earn retailers commissions and fees Telecom Prepaid Financial Services, Money Orders, ATMs, Check Cashing, Loans Lottery Vending & Self-Serve banking kiosks 4 Created a New Convenience Retailing Category

Created New Credit Programs for leading Gasoline Retailers :

Created New Credit Programs for leading Gasoline Retailers Defined customer value proposition – needs, wants, drivers Conducted credit risk assessment and development Vendor review, negotiation, contracts Reporting, settlement, Customer service Marketing – direct response, web, point-of-sale Employee training 5

Developed Gifting Solutions :

Developed Gifting Solutions Defined customer value proposition, unmet market wants and needs Holiday & Occasion giving Conducted vendor review & due diligence Led Cross functional development & implementation team: IT, operations, finance, marketing Coordinated production, merchandising, fulfillment Managed employee training, customer service support, compliance 6

Developed Gift Card “Mall” for Gift & Holiday Shoppers :

Developed Gift Card “Mall” for Gift & Holiday Shoppers Validated customer value propositions Solicit/select participating national & regional retailers Negotiate revenue share agreements Establish logistics and fulfillment Design, build, install merchandising systems into 2,200 locations within six weeks for holiday shopping season 7

Created Culturally-centric Services and Products :

Created Culturally-centric Services and Products Identified un-fulfilled market needs for a Spanish-language version of our Reloadable Prepaid Circle K MasterCard Created and secured product positioning Established “Mercado” as a federal Trademark Developed/produced product, service support, communication, training, packaging in Spanish, multi-lingual. 8

Created Solutions for Fleet & Commercial Customers :

Created Solutions for Fleet & Commercial Customers Identified need for sophisticated fuel management tools and reporting for small and large fleet operators Designed, tested product feature-set Established multi-functional implementation team to transform white paper into tangible products Created and managed in-store merchandising, direct response, and inside/outside sales teams 9

Launched Loyalty/CRM Efforts :

Launched Loyalty/CRM Efforts Identified trigger-points to retain and expand relationships with the most profitable customers with loyalty rewards Developed CRM strategies and services to support loyalty and retention goals Identified and tested a number of alternative solutions, methodologies, and consumer value propositions Designed and implemented product configuration via cross-functional teams – both internal and external. 10

Increased Product Profitability :

Increased Product Profitability Converting all outsourced ATMs to our branded self-owned & self-managed program Created and managed cross functional team to define and implement operational process to bring operations “in-house” Increasing annual pretax earnings to $17.4MM from $6.2MM 11

Improved Category Profits :

Improved Category Profits Identified category growth opportunities Developed and tested new product concepts Defined marketplace needs Worked with internal and external resources to build and sell private label programs 12

Re-introduced Services :

Re-introduced Services Reviewed marginalized and discontinued products and services to identify cost-savings and profitable opportunities to create competitive advantages Introduced revamped Check Guarantee program across 2,200 locations Promoted using personal & business checks as a low-cost form of payment Reduced check losses over $1.3MM annually Served clients with limited payment options and special needs 13

Expanded Self-serve Banking :

Expanded Self-serve Banking Identified opportunities to mitigate customer service and risk management challenges through self-serve programs Developed strategy, design, and implementation of a branded Multi-Function Financial Services Kiosk Installed in over 311 locations & growing Profitably serve over 90,000 customers monthly 14

Improved Financial Services Merchandising Systems :

Improved Financial Services Merchandising Systems Challenge was to integrate disparate category products and services into a consolidated 8-foot section of the store The solution is a one-stop “Financial Services Center” incorporating offers: ATMs Zaplink Kiosks Prepaid Services Gift Cards Credit Services Wireless Handsets 15

Developed new Payment Solutions & Marketing Programs :

Developed new Payment Solutions & Marketing Programs Discovered unmet needs among our underserved customers to better manage personal finances Created the “instant-issue” Circle K Prepaid MasterCard Genuine MasterCard instantly issued and activated instantly by store clerk Designed product packaging, inventory management, POP, promotions, training Cross-functional team created IT interface enabling customer to activate MasterCard instantly Optional personalized cards mailed to customer within 48 hours 16

Multi-lingual Marketing & Communications & Campaigns :

Multi-lingual Marketing & Communications & Campaigns Created numerous fully integrated Spanish-language programs Customer service Instructions, training, & literature Marketing, advertising communications Greeters and street teams 17

Employee Payroll Programs for under-banked employees :

Employee Payroll Programs for under-banked employees Approximately 30% of client’s employees were unbanked, creating payroll challenges and incremental expense Needed an alternative to bank account direct deposit to replace paper checks The solution was the Circle K Employee Prepaid Card Payroll loaded onto the card Employees can keep and use card after they leave employer Can use to pay recurring bills Cost-effective for employer and employees No ATM or basic monthly card fees for employees Load additional funds at any Circle K Store in USA or ACT locations in Canada 18

Improved Customer Service & Sales through better training :

Complex new financial services products created the need for better training to reduce operational risks, clerical errors and fraud. Re-engineering Financial Services training at the corporate, region and store-level to support category growth Created “QSF-Certification” Training program to promote Informed and knowledgeable Market Managers, Store Managers and CSRs is the critical factor for profitable success in financial services QSF-Certification is the key to improving customer satisfaction (likelihood of future usage) and mitigating risk Integrating QSF Training into new hire and OTJ training programs 19 Improved Customer Service & Sales through better training

Expanded Event Marketing :

Expanded Event Marketing Created and managed participation in over 3,000 events and sponsorships Fairs & Festivals, Olympics, World Cup Soccer, Motorsports Events, Sports Events, In-Store Tabling, Hispanic Street Teams, more Designed exhibits, hired & trained staffing, negotiated sponsorship, secured space Conducted over 2,500 card acquisition events Generated over 4.5MM credit card accounts between 2001 and 2004 20

Produced “The Pinnacle Hills Arts & Food Festival” :

Produced “The Pinnacle Hills Arts & Food Festival” Created and produced one of the largest annual juried fine art shows in Arkansas Developed to showcase at a national-level the exceptional food, music, fine arts talent of the region Attended by more than 40,000 art lovers and shoppers Developed participation by over 110 fine artists. exhibitors, live entertainers, sponsors Created websites, media, programs, POP, signage, community relations, promotions, sponsor development Held on the “streets” of the Pinnacle Hills Promenade, a 1.4MM Sq. foot flagship GGP lifestyle shopping center Interfaced extensively with local, county, state regulators, fire & safety. 21

Developed “The Living It Green Expo ” :

Created and produced one of the largest sustainability events in the Southern USA Over 60,000 attendees & extensive media coverage 80+ very happy exhibitors, speakers, live entertainment, sponsors Themed on “Living Abundantly Green” 22 Developed “The Living It Green Expo ”