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Message from the Director, Mac’21

Dear Valued Retail Partners,

Time flies. Year 2021 has come knocking on our doors. Happy New Year to all of you.

Pen Petroleum kick-started the beginning of the year with our popular Jom Bersama-Sama session. Jom Bersama-sama is not new to all of us here, but it is worth mentioning that it was our first virtual Jom Bersama-sama! I quickly learned that there are aplenty of advantages in having a virtual meeting. To name a few – Our Retailers can join the session in a virtual meeting room without worrying about social distancing with each other.  Since we were in MCO, our Retail Partners need not travel interstate to participate the Jom Bersama, the participants can log in based on where they were. Meanwhile, Pen Petroleum would have a smaller group to interact with and focus on.

In short, though we can’t see each other face-to-face, I am glad that by leveraging on technology, we can still stay connected with our Retail Partners, live on the screen. “Bersama” means “Together”. It is the togetherness that counts. I would like to take this opportunity to thank all Retail Partners and representatives from Chevron who spare your time and effort in making the Jom Bersama-sama a success with us.

 

 

In the Jom Bersama-sama, we took a quick lookback to year 2020 through the following video:

In this issue, we will also focus on giving recognition to the top performers in Pen’s network who have achieved remarkable operational excellence results in year 2020 despite all challenges and hardship. Congratulations to those who are listed.

In this uncertainty, there is one question that we would certainly ask – What’s next for year 2021? As shared with many of you previously, Pen Petroleum’s strategic intent is to develop a safe, integrated and effective retailing network by year 2023. This year, our company’s direction will continue to be driven by this clear strategic intent. For everyone’s benefit, I would recap Pen Petroleum’s 2021 strategies and aims here:-

On a separate note, I would like to welcome Chevron Malaysia’s new leadership on board. Chevron Malaysia is now led by Mr. Toh Yu Lee (Director of Asia Pacific Sales), Mr. Jay Gomez (Country Chairman of Malaysia) and Mr. Jeff Tan Meng Yih (Deputy General Manger), while Mr. Richard Tang (Fuels Retail Manager of Malaysia) and Pn. Faizah Abdul Samad (Retail District Manager of Malaysia) will be heading the Retail Team specifically. I am confident that Chevron Malaysia will continue to improve the Malaysian market and I urge all Retail Partners to continue giving our fullest commitment to Chevron.

Lastly, let us keep our spirit high, stay united together to sail through the year. Jom Bersama-sama, Jom Kekal Selamat, Jom Teruskan Semangat CaltexKu.

Yours sincerely,
Saw Chang Heng
Executive Chairman of PenPec Group

 

Teks Terjemahan – Bahasa Malaysia

Para Rakan Niaga Yang Dihargai,

Masa berlalu dengan pantas sekali. Tahun 2021 telah datang mengetuk pintu kita. Selamat Tahun Baru kepada semua.

Pen Petroleum telah memulakan awal tahun ini dengan sesi Jom Bersama-sama yang digemari ramai. Jom Bersama-sama bukanlah satu perkara yang baru bagi kita semua di sini. Namun, ingin saya katakan bahawa ini adalah Jom Bersama-sama dalam talian yang pertama! Saya mendapati bahawa sebenarnya terdapat banyak kebaikan dalam mengadakan perjumpaan secara maya. Sebagai contoh, Rakan Niaga kami boleh menyertai sesi tersebut di dalam bilik mesyuarat maya tanpa perlu menghuatiri penjarakkan sosial antara satu sama lain. Memandangkan kami berada di dalam PKP, para Rakan Niaga juga tidak perlu bergerak merentas negeri untuk mengambil bahagian dalam Jom Bersama. Peserta hanya perlu log masuk berdasarkan lokasi yang sedia ada. Sementara itu, Pen Petroleum pula boleh berinteraksi dan memberi perhatian kepada kumpulan hadirin yang lebih tertumpu.

Secara ringkasnya, walaupun kami tidak dapat berjumpa sua muka, saya berasa lega kerana menerusi teknologi, kami masih boleh berhubungan dengan para Rakan Niaga, secara langsung di skrin. “Jom Bersama” membawa makna “bersama-sama”. Apa yang penting adalah kita berada di sini bersama-sama. Saya mengambil peluang ini untuk mengucapkan ribuan terima kasih kepada para Rakan Niaga dan wakil-wakil dari pihak Chevron yang sudi meluangkan masa dan usaha anda dalam menjayakan Jom Bersama-sama ini dengan kami.

 

Dalam sesi Jom Bersama-sama tersebut, kami telah membuat sekilas pandang ke tahun 2020 menerusi video di bawah: 


 

Dalam buletin ini, kami juga akan memfokus kepada memberi pengiktirafan kepada mereka yang berprestasi unggul di dalam rangkaian Pen, yang telah mencapai keputusan operasi cemerlang yang menakjubkan pada tahun 2020 walaupun menghadapi cabaran dan kesulitan. Tahniah saya ucapkan kepada mereka yang dinamakan. 

Dalam masa yang penuh dengan ketidakpastian ini, satu persoalan yang pasti ditanya-tanya adalah – Apakah yang perlu kita lakukan pada tahun 2021? Sepertimana yang dikongsikan dengan anda sebelum ini, matlamat Pen Petroleum adalah untuk membina satu rangkaian peruncitan yang selamat, berintegrasi dan berkesan pada tahun 2023. Pada tahun ini, hala tuju syarikat kami akan terus dipandu oleh matlamat yang amat jelas ini. Demi kebaikan kalian, saya akan mengulang semula strategi dan matlamat Pen Petroleum pada tahu 2021 di sini:

Di samping itu, ingin saya mengalu-alukan pasukan pengurusan terbaharu Chevron Malaysia. Chevron Malaysia pada hari ini diketuai oleh En. Toh Yu Lee (Pengarah untuk Jualan Asia Pasifik), En. Jay Gomez (Ketua Pengerusi Malaysia) dan En. Jeff Tan Meng Yih (Timbalan Pengurus Besar), sementara En. Richard Tang (Pengurus Runcit Malaysia) dan Pn. Faizah Abdul Samad (Pengurus Runcit Daerah Malaysia) pula akan membimbing Pasukan Runcit Chevron. Saya amat yakin bahawa Chevron Malaysia akan terus menambahbaik pasaran Malaysia dan saya menyeru agar semua Rakan Niaga terus memberi komitmen yang penuh dan ikhlas kepada Chevron.

Akhir kata, mari kita menyemarakkan semangat yang tinggi, terus bersatu padu menyeberangi tahun ini.  Jom Bersama-sama, Jom Kekal Selamat, Jom Teruskan Semangat CaltexKu.

Sekian, terima kasih.

Yang benar,
Saw Chang Heng
Pengerusi Eksekutif, PenPec Group

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Message From The Director, Jan’21

[vc_row][vc_column][vc_column_text]When the third wave of COVID-19 struck Malaysia, non-essential travelling started to reduce. The number of positive cases rocketed in November and there came the nationwide CMCO re-implementation again. As foreseen, petrol station sales volume declined again. Retailers are further compelled to incur higher operating and staffing cost in compliance of the SOPs imposed. Despite faced with cash flow problem, many retailers were able to respond to the crisis more steadily than before, probably because of the experience absorbed during the first and second waves. I am glad to see most of our retailers seizing every opportunity to mitigate their business loss amidst the hardship.

I am thankful that throughout the pandemic year, Pen Petroleum is always being supported by our principal, Chevron Malaysia Limited. Chevron hand held us to walk through the critical times by granting various forms of timely assistance to our retailers. I would like to take this opportunity to thank Chevron leadership for the unwavering support, guidance and tolerance given along the way.

To our valued Retail Partners, on behalf of Pen Petroleum, I would like to extend my gratitude to all of you who worked extremely hard to survive year 2020 with us. Regardless of whether you are experienced or new retailers, thank you for your commitment in honoring our business relationship. Pen Petroleum would not be standing firm in the industry and be selected as the Best Branded Marketer of Chevron but for your support. With the recent announcement that allowed interstate traveling, as well as the discontinuance of CMCO at most areas, I urge all Retail Partners to continue to drive our recovery plan – ‘Bersih & Selamat CaltexKu’ by providing a clean and safe environment for  our customers to pump and shop with us worry-free. In the meantime, our team gathered some motivating success stories into this bulletin. You will definitely be inspired by them. Let us learn from each other to bring our business to the next level.

On top of that, I would like to thank our collaborating vendors and providers for trusting our marketing program and directions. Last but not least, I wish to thank all employees in PenPec Group for your wholehearted contribution throughout the year.

I fervently hope that we can flatten the curve in Malaysia. I also take this opportunity to wish all of you a safe, healthy and fruitful year 2021 ahead.

 

Saw Chang Heng
Executive Chairman
PenPec Group[/vc_column_text][/vc_column][/vc_row]

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Jom Bersama-sama Kelantan

[vc_row][vc_column][vc_column_text]Pada 29hb September 2020, Pen Petroleum telah menganjurkan program ‘Jom Bersama-sama’ di Hotel Perdana, Kota Bahru. Ini adalah kali keempat ‘Jom Bersama-sama’ dijalankan di negeri Kelantan. Sesi ini telah dihadiri oleh 28 rakan niaga Caltex Kelantan dalam rangkaian Pen Petroleum dan wakil-wakil Pen Petroleum, iaitu Timbalan Pengurus Kumpulan, Cik Saw Mei Yee dan Pengurus Territory, En. Nor Azman. Turut sertai program ini kali ini adalah tetamu khas dari Chevron Malaysia Limited, En. Chandra, En. Zulhanim, En. Lee Kim Yoong, dan juga En. Francis dari Pengedar Minyak Pelincir Pantai Timur (FML Supply Sdn Bhd).

Pihak Pen Petroleum ingin mengucapkan terima kasih kepada para hadirin kerana sudi meluangkan masa lapang untuk menghadiri perjumpaan yang bermakna ini. Seperti biasa, program ini mendapat sambutan yang meriah daripada para rakan niaga di Kelantan – kami amat bangga kerana kehadiran rakan niaga adalah 100%! Syabas dan tahniah.

Tujuan Jom Bersama-sama adalah untuk menyediakan satu sesi dialog bagi pihak rakan niaga untuk menyalurkan sebarang isu yang dihadapi dalam perniagaan stesen minyak. Pada masa yang sama, Pen Petroleum akan cuba menjawab persoalan-persoalan yang dikemukakan dan memberi cadangan penyelesaian. Isu-isu yang dibincang pada sesi ini agak menyeluruh. Sebagai contoh, rakan niaga membuat pertanyaan mengenai penambahbaikkan imej stesen, pelaburan multi-RORO sites, cara peningkatan daya saing, jualan minyak pelincir, pemasangan MEPS, operasi Xpress Point, kos operasi, dan sebagainya.

Sekali lagi kami mengucapkan terima kasih kepada rakan niaga di Kelantan yang sentiasa menunjukkan komitmen dan dedikasi yang begitu tinggi. Semoga semua berada di dalam keadaan sihat, terus dilindungi dan dirahmati selalu.[/vc_column_text][/vc_column][/vc_row]

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Complementing Fuel Business With Mart Revenues

[vc_row][vc_column][vc_column_text]Let’s imagine an extreme worst case scenario – Your trading area is undergoing a rapid town development, a sophisticated flyover will be built nearby your station, hence blocking the existing two-ways traffic driving into your station. That’s not the end yet, just 500 meters away, your competitor new site is going to open soon. Then yes, COVID-19 hits your trading area! Etc., etc., etc. … Your fuel volume continues to decline.

Now, is there anything we could do as a petrol station retailer when facing locality limitation beyond our control? The answer is yes – by generating non-fuel revenue that would help complementing station’s income!

From March to July 2020, we noticed that CF Service Station’s mart sales increased by closed to 120%, In particular, the ePay sales grew 3 times higher. We interviewed the retailer, Tan Khim Leng (Khim) and learned a few tips.

“During the MCO, our fuel sales declined drastically. We knew we have to boost our mart sales to cover the losses. Entering CMCO, our team observed that customers changed in their buying behavior. They preferred essential and healthy choices. Under the guidance of Xpress Point team, we started to sell daily essentials such as rice and bread. We re-stocked close to 20 bags of rice in a week. We installed additional rack to cater for more bread selections for customers to choose. Since then, I saw traffic re-flocking in.”

 

As to the ePay service, Khim shared that waiving the 50 cents reload service charge is an effective way to retain customers. During the lockdown period, Khim and his staff went extra mile to provide ‘offsite reload service’ to their regular ePay customers. “Customers just need to send us a WhatsApp with their payment details, then we will do the top up for them. They liked the convenience and we earned the sales effortlessly.”

Every weekend, the station will set up a booth in front of the mart building to upsell their mart products. They leverage on this corner to promote Xpress Point discounted items, giveaway freebies, or upsell the slow moving products. This is another convenience that the station provides for its fuel customers.

Khim trusts that customers are his best ambassadors. “When our mart is able to fulfill customers’ needs, the customer will share their pleasant shopping experience around. Words of mouth helped to pull in new fuel customers to our station.”

Thank you CF Service Station for the insightful sharing. Well done & keep up the good work![/vc_column_text][/vc_column][/vc_row]

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Lubricant Ambassador

[vc_row][vc_column][vc_column_text]Located at Kuala Kurau, Perak, Chop Tian Aik is one of the oldest Caltex stations in Malaysia, having the history of close to 60 years. The retailer has never failed in championing the top sales in lubricant category for the past few years. We interviewed the station manager, Madam Heah Hong Aun to learn about her success story.

 

Q: What is the best-selling lubricant at your station?

A: Havoline® Power 2T is the fast-moving product for motorists, followed by semi synthetic. As my trading area also serves a lot of fishermen, the Super Outboard 3 is also the popular choice.

 

Q: Do you mind sharing how you upsell Caltex lubricants?

A: The key is easy – Know your product. If you don’t understand your product, how are you going to sell them? You need not be a lube professional to be able to upsell lubricant – but you at least need to know the special features of the products. I always ask myself the question: How is this product better than other brands in the market? This is what customers would like to know. Of course, you have to do some basic homework by surveying the market trend from time to time. Example, for Super Outboard 3, Caltex is the only brand that can cater for mixing ratio of 100:1. In the market, the general ratio is only 50:1.

 

Q: What is customer’s common question and how do you tackle it?

A: Customers always comment that Caltex lubes are fairly expensive compared to other brands. Well, they are not entirely wrong. My response is straightforward – you’ll get what you paid for. I explained to customer that the quality of lower priced product in the market may not be as competent as our brand. I assure them that Caltex branded lubricants have high quality that guarantees high performance. The lubricant is engineered by professionals and is designed to enhance engines at the optimum level. Soon, when customers realise that the lubricant they got from other sellers are of low quality (or sometimes are counterfeit products!), they will come to my station to look for genuine Caltex lubricant.

 

Q: Do you find any challenges in selling lubricant? If yes, how do you overcome it?

A: Sometimes, despite upselling, customer will still reject my recommendation. I have to respect customer’s choice. What I would do is, I will take the opportunity to request for their contact number so that I can continue to solicit them in the future. Any days if they feel that they would like to try Caltex lubricant, they will always remember coming to my station.

 

Q: How do you retain your customers?

A: After customers bought a product from our station, I will continue to engage with them to ask for feedback or comments. Customers’ actual experience and testimonial are always my greatest valued knowledge. For loyal customers, sometimes I will reward them with some gifts such as Caltex umbrella.

 

Pen Petroleum would like to thank the iron lady, Madam Heah for the sharing. Your passion is indeed inspiring![/vc_column_text][/vc_column][/vc_row]

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How To Boost JOURNEY™ Card Redemption?

[vc_row][vc_column][vc_column_text]JOURNEY™ Card redemption is part of Chevron’s standard marketing program. At Caltex, for each point issued, a retailer will be charged RM0.011. We received a common feedback that the cost of issuing point is burdening, and sometimes demotivated retailers to drive the loyalty program.

Dear retail partners, do you know that you can turn around the table by boosting up your redemption? The trick is of no secret – For each point redeemed, a retailer will earn RM0.01 rebate. So eventually if your redemption is higher than your issuing point, there’s the win! In fact, since Pen Petroleum started our one-to-one business review exercise, we have been sharing this simple tactic to our retailers to drive redemption.

In this bulletin, we would like to show you a real life success story. Kwang Service Station, located in the northern township of Sg. Petani, Kedah has achieved a remarkable result which is truly encouraging. From January to September 2020, the total points issued is RM7,600 while the redemption rebate is RM17,600. In short, Kwang Service Station earned RM10,000 from driving JOURNEY™ Card redemption in that nine months. The average conversion rate is 46%.

We interviewed the Retail Partner, Mr. Lim H’ng San from Kwang Service Station to find out what they have done in boosting the redemption, and here are a few tips shared:

“Most customers do not know how much BPoints they have, that is why they are not bothered to do any redemption. My cashier will always assist customer to check their BPoints at end of every transaction, and recommend them to do redemption. If the customer does not pay at sales building, CSR will proactively approach customer at forecourt to check customer’s BPoints balance by using EDC machine. By doing so, we can help customers to enjoy their rewards. We will also remind customers to quickly redeem the BPoints when their JOURNEY™ Card expiry date is near. From time to time, we will also check if customers need to renew their cards, and when renewing, we take the opportunity to encourage them to redeem the points in the old card.”

With the above tactics, Kwang Service Station managed to sell out Nutrifresh within a month after the national redemption promotion was launched. We were all awed by the amazing result![/vc_column_text][/vc_column][/vc_row]

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#CaltexKuPrihatin Diteruskan…

[vc_row][vc_column][vc_column_text]Dalam buletin yang lepas, kami telah berkongsi bagaimana para Rakan Niaga memberi sumbangan kepada masyarakat setempat. Lanjutan daripada itu, kami terus menerima berita mengenai aktiviti-aktiviti yang dilakukan oleh Rakan Niaga lain.

Syabas dan tahniah kami ucapkan kepada para Rakan Niaga kami yang sentiasa prihatin. Semoga kami terus #KongsiKebaikan dan saling tolong-menolong di antara satu sama lain.[/vc_column_text][/vc_column][/vc_row]

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For The Two-Wheel Riders

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Caltex Havoline® new motorcycle products raise the bar

for even better overall performance

Enjoy increased reliability and engine efficiency with Havoline’s proprietary

C.O.R.E.+ Technology and ZOOMTECH

 

Caltex Havoline unveiled a new generation of four-stroke motorcycle and scooter engine oils that maximises engine performance and delivers smooth engine operation on all road conditions. The new product line for motorcycles and scooters includes fully synthetic, semi-synthetic and mineral products formulated with Havoline’s signature C.O.R.E.+ Technology, and ZOOMTECH.

All Havoline Super 4T and SuperMatic 4T four-stroke motorcycle and scooter engine oils now come with the upgraded C.O.R.E.+ Technology, Caltex’s most advanced and best-performing formulation. C.O.R.E.+ Technology is an improvement over the previous C.O.R.E. Technology and further addresses key concerns especially in stressful city traffic conditions. These engine oils deliver a more enjoyable riding experience with enhanced engine performance and cleaning properties.

Apart from an upgrade in product technology, the entire Havoline Super 4T and SuperMatic 4T range also meets API SN, one of the latest specifications in the industry. Previously, Havoline Super 4T semi-synthetic and mineral products were only meeting API SL specifications. Now, meeting API SN specifications ensures that all Havoline Super 4T and SuperMatic 4T fully synthetic, semi-synthetic and mineral engine oils offer increased high temperature deposits protection for pistons, better wear control, and improved sludge control in urban, stop-and-go riding conditions. Most motorcycle and scooter engine oil brands in the region are only offering a mix of API SJ, SL and SN products.

With the majority of motorcyclists using their two-wheelers for urban commuting in their line of work, it is important that Caltex Havoline tailors an engine oil that would be strong enough to stand up to the challenging conditions faced on a daily basis. These include a lack of acceleration when carrying heavy loads and high engine temperatures while stuck in traffic. Reliability is also a key concern, as downtime and money spent on repairs are unnecessary inconveniences.

“Today’s consumers are more discerning with the engine oils they choose, and most demand for better protection and performance of the engine, clutch and gearbox,” said Sheryl Law, Regional Marketing Manager, Asia Pakistan. “The newest generation of motorcycle engine oils spurs from our success of the previous Havoline motorcycle range and raises the bar for product performance across the industry. We constantly improve and evolve our products to meet the latest industry’s standards, while also keeping abreast of the lubrication requirements of vehicle manufacturers as their engine technology advances.”

Asia-Pacific accounts for 83%1 of the global two-wheel population, or 524.2 million units in absolute numbers. This number is only set to grow, fuelled by rising urbanisation in growing economies of the APAC region and increasing demand for transport in small cities.

C.O.R.E.+ Technology

                • Cleans and protects – Maintains efficient engine performance
                • Oxidation stability – Protects against oil degradation
                • Reduces engine heat damage – Delivers continuous and superior oil stability
                • Enhances acceleration – Improves clutch grip under high loads with ZOOMTECH

ZOOMTECH

In addition, these engine oils2 are also formulated with ZOOMTECH, which delivers better oil frictional properties. For the everyday rider, this improves clutch grip and prevents slippage, especially under high load conditions, and ensures maximum power transfer for enhanced acceleration.

Lastly, the entire range of Havoline Super 4T and SuperMatic 4T engine oils now meet API SN performance specifications, which delivers benefits including:

  • High temperature piston deposit protection
  • Improved robustness in wear control
  • Enhanced oxidation thickening for better lubrication of the engine
  • Sludge control properties, especially in urban, stop-go conditions

The previously well-received Ride Strong campaign takes on a refreshing new look this year, with a more dynamic set of visuals that covers print, digital and OOH applications. Product labels and cartons have also been redesigned for better legibility.

1Figures from Kline Lubricants for Motorcycles, Scooters, and Mopeds. 2017: Global Market Analysis and Opportunities.

2 Not applicable to SuperMatic 4T and Ezy 4T.

Download the complete product fact sheets here: Product Fact Sheet

 

This article is contributed by Chevron Malaysia Limited’s lubricant team. [/vc_column_text][/vc_column][/vc_row]

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Our Exclusive Added Value Service

[vc_row][vc_column][vc_column_text]At Xpress Point, we strive to provide added value service to our retailers. And here we are, introducing a new and exclusive service for our Xilnex POS system subscribers – Xpress Point will assist to generate a Monthly Business Report to you, free of charge!

The Monthly Business Report consists of quick and succinct data of the c-store sales. On monthly basis, Xpress Point team will generate a visual sales analysis report based on the sales data captured in Xilnex POS System. The said report will be furnished to the relevant retailers. With this report, retailers can now view information such as total mart sales, net sold profit, total SKU sold, sales according to category and quantity, stock balance value, etc.

 

 

Retail is detail. In the fast moving pace of retailing industry, it is pertinent for a retailer to drive the business in a data-driven manner. Data does not only tell you about stock balance. By deciphering it, one will identify problem and find business opportunity – You can understand better on your customers’ spending behavior, effectiveness of a promotion, you make waste-less arrangement in purchasing your inventory. Understanding the sales performance is always the stepping stone to making a right decision in retailing business.

Subscribe to Xilnex POS System now! Contact our customer service hotline: 011-1259 7815.[/vc_column_text][/vc_column][/vc_row]

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Happening In Xpress Point – Jan & Feb ’21

[vc_row][vc_column][vc_column_text]The bi-monthly promotion for Jan-Feb 2021 is up! Shop for your favourite products at Xpress Point and enjoy crazy discounts at our “Feel Prosperity Deals” promotion.

Find out more about this promotion at Xpress Point’s Facebook here.

Other than that, we would like to reward our loyal customers by creating a new cross-fuel promotion – ‘Spend & Redeem UNIHOM Exclusive Products’. Spend minimum of RM30 (for fuel) / any amount (for lubricant) / RM5 (for mart items) in a single receipt and collect our stickers. With every 3 stickers, our customer may redeem the lovely UNIHOM food container or bag at a discounted rate. Alternatively, they can redeem it using BPoints. Cross-fuel promotion is always a unique feature of Xpress Point – it creates an integrated refueling and shopping experience which you will not see in other mart brands.

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