home / profiles

Peter G Wray
Managing Director

Peter Wray has extensive international experience in the strategic development and operational implementation of customer and business-to-business loyalty programmes.

During a career that involved senior executive assignments in marketing for Mobil Oil Corporation and BP in the USA, Africa, Latin America, and Europe, Peter launched the first plastic card based customer loyalty programme in the UK market in association with Argos in 1990; subsequently developed loyalty programmes for the French and Dutch markets in 1994-95; initiated a highly successful loyalty scheme for the Portuguese retail fuels market in 1996; and coordinated the merger of the Mobil/BP loyalty programmes across five European markets in 1997.

pgw Limited was formed by Peter in early 1998 as an independent consultancy focussing on loyalty and relationship marketing management for clients in Europe. Major client contracts have been undertaken in most European markets, plus selected assignments for clients in Canada and the USA. Peter is the principle consultant and offers clients services in the following areas:

• Strategic review of existing or planned loyalty programmes
• Retail customer or 'Business-to-Business' focus
• Audit of existing loyalty and relationship marketing schemes
• Operational review and recommendations for development
• Loyalty 'Master Class' seminars and workshops
• Leading-edge thinking on the future development of loyalty and relationship marketing programmes.

Assignments are undertaken for clients both as a direct consultant and via a global network of linked consultancies. Client assignments have so far been undertaken for companies such as Hasbro Europe, Northrop Grumman Canada Ltd, Carlson Consulting, Loyalty Partner, BP Europe, Elf Europe, Statoil Ireland, Htec Ltd, CCV Netherlands, Insitu Ltd, Templeton College Oxford University, The Open University, 3i plc, The Continuity Company.

Peter is a regular speaker at conferences and workshops on the subject of loyalty and relationship marketing. Recent events have included:

• 'Loyalty Over Gold' marketing conference, Prague, October 2003
• Loyalty workshop, Templeton College, Oxford University, June 2003
• Loyalty marketing workshop, Bratislava, May 2003
• Utilities Customer Management Conference, London, January 2003
• CREDO, Paris, October 2002
• Marketing Week, London, September 2002
• 'Retail Futures' forum, Templeton College, Oxford University, July 2002
• IIR Gulf CRM and loyalty conference, Dubai, March 2001
• pgw Ltd & Conecta CRM conference, Prague, December 2000
• 'Focus On Loyalty' seminar, Retail Automation Conference, London, September 2000
• Sistrum Group forum, Churchill College, Cambridge University, August 2000
• Central European CRM conference, Hungary, November 1999
• 'Retail Futures' forum, Templeton College, Oxford University, June 1999

He is a faculty member and lecturer at the College of Petroleum Studies, Oxford and a regular contributor to specialist media on the subject of customer loyalty.