THE RETAIL COMMUNITY OF

THE

ENERGY LP

As Official Fuel Sponsor for Toronto FC, Ontario’s only professional soccer team, Pioneer Energy has launched a new initiative that supports youth soccer across the province. Driven To Play will reach out to soccer clubs in every community we serve in Ontario. This image shows a backlit poster in the concourse area at the BMO field in Toronto. See exciting details on Page 3.

PIONEER KICKS OFF GRASSROOTS SPONSORSHIP

A walkabout baby T-Rex is kept in check by its guardian. Even at this age, the T-Rex was a voracious hunter.

Pioneer Energy went prehistoric this year, teaming up with the Royal Botanical Gardens as title sponsor for the Pioneer Battle of the Titans.

“We were very pleased to be part of this groundbreaking exhibit,” said Geoff Hogarth, Pioneer’s Director of Marketing. “As title sponsor, we were able to extend special discounts on tickets and family packages to Pioneer Bonus Bucks members.

> continued on page 8

THE

EXCH

ANG

E | S

PRIN

G 2

013

THE

2

Tim Hogarth President and CEO

Pioneer Energy

Pioneer Energy is on the verge of significant growth once again, breaking into the home-heating market in the Maritimes in a big way with the acquisition of Imperial Oil’s Esso-branded home-heating business.

THE EXCHANGE | Spring 2013 EditionA publication for and about Pioneer Retailers and Head Office Employees

Send us your Pioneer stories. If you know of a Pioneer customer or employee who has done something extraordinary for their community, a customer or fellow employee, please let us know. They could be featured in a future edition.

Editor: Cheryl Stubbs Cheryl.Stubbs@pioneer.ca Tel: (905) 639-2060 Fax: (905) 639-24902013 Pioneer Energy LP. All rights reserved. Articles may be reprinted with written permission from Pioneer Energy LP.

pioneer.ca

One-two-three PuNCHOrganizational strength, being relevant to consumers and delivering service excellence

1This new business, which will operate as Pioneer Fuels Inc., is a natural extension of our entry into the bulk fuels business some 18 months ago

in Northern Ontario. It also extends our reach for the first time into two new provinces – New Brunswick and Nova Scotia (see more details on page 10).

The acquisition is part of a three-step strategy to ensure Pioneer Energy remains a market leader. Acquisitions and growth give us strength corporately, allowing us to take the actions required to stay ahead of our competitors.

2The second step we are mounting is to enhance the way our brand is perceived by customers. Imagine where Pioneer would be today if we

had never changed our look or the products and services we offer? We would seem out-of-date, our offering stale and irrelevant, and we would be unable to attract and retain customers.

The Pioneer Energy brand was totally revamped two years ago to meet consumer expectations today, particularly younger consumers who will drive our future success. The fresh and vibrant feel of our rebranded stations has been well received by existing customers as well as youthful consumers.

That tells us we need to extend this new look across our network. A costly process yes, but one that is key to keeping Pioneer relevant and top of mind with our customers. This will entail a planned approach over the next few years to update existing sites by replacing pylon signage, installing new-style canopies and our contemporary banding colours. The Appleby Line and Fairview location in Burlington will be among the first to undergo this transformation.

This rebranding program will be executed along with continued expansion and enhancements to our convenience offerings – Verve, Snack Express and Esso – On The Run.

3Finally, I’d like to talk about our Value Proposition. This is where you, as our front-line retailers, make all the difference. Look and feel

will mean nothing without service excellence to reinforce what our brand stands for. We must show our customers every day that we deliver the best value on the street for gasoline, convenience products, car washes, seasonal items and loyalty programs.

The reintroduction of Pioneer’s Mystery Shopper program (see page 5) will help give us a clear picture of how well we are executing on our promise to deliver outstanding customer service.

The human element is huge in our business. A recent Hamilton radio show asked listeners what would make them not want to go to a specific gas station. A common response was being treated poorly by staff. In other words, people want to feel valued and appreciated as a customer. Simple acts make all the difference in the world.

As an organization, we will continue to support you with quality products and innovative loyalty programs that deliver superior value to build customer loyalty. Our efforts, along with yours to deliver service excellence day in and day out, will keep Pioneer Energy front and centre as the retailer of choice.

10%

www.fsc.org

MIXPaper from

responsible sources

FSC® C003057

THE RETAIL COMMUNITY OF

pioneer.ca 3

Driven toPioneer partnership with Toronto FC supports youth soccer across the province

Pioneer Energy is fuelling a passion for soccer across the province this summer thanks to a new partnership with Ontario’s only professional soccer club.

As Official Fuel Sponsor for the Toronto FC, Pioneer is launching an innovative youth soccer program called Driven to Play.

That program will put specially branded Bonus Bucks cards in the hands of thousands of soccer parents. Every

play!time they use the card, parents will automatically be entered for personal prizes. More importantly, each swipe of the card also helps their club qualify for a chance to win a $10,000 Pioneer grant.

“One of the things we really liked about this partnership with Toronto FC was the ability to reach down to the grassroots level to make a real difference for youth soccer programs,” says Anthony DiMaulo, Vice President, Merchandising, Marketing and Loyalty.

“Toronto FC has 25 affiliated youth soccer clubs across the province, which allows Pioneer to make a difference in virtually every market we serve.”

Toronto FC offers its affiliated youth soccer clubs expertise, training, mentoring resources and most importantly a tangible path through its academy system for aspiring players to become professionals and to possibly play for their country.

Soccer is becoming increasingly popular in Ontario, with more than 500,000 young people signed up to play.

Toronto FC, which became Canada’s third professional soccer team in 2008, has 15,000 season ticket holders, each of whom will receive a co-branded Pioneer/TFC Bonus Bucks card.

“These cards are set up with two times multipliers on Bonus Bucks throughout the soccer season, giving card holders a solid incentive to fill up at Pioneer,” says Anthony. “We know that 60 percent of the fans are coming in from outside of Toronto, and 90 per cent of them live within five kilometres of a Pioneer station.”

Pioneer will have high visibility at BMO Field, Canada’s first soccer-specific stadium that was built in 2007 at a

Haydn Northey, left, VP, Retail Operations and Anthony DiMaulo, VP, Marketing, Merchandising and Loyalty, get into the spirit at the team’s home opener. Anthony displays the ‘branded’ Bonus Bucks card that has been distributed to the team’s season ticket holders.

> continued on page 4

THE

4

cost of almost $63 million. In addition to Pioneer Bonus Bucks ‘greeters’ on site, the Pioneer Energy message will be seen at the entrance gate, in the concourse areas and in the stadium.

A spokesman for Toronto FC, which is owned by Maple Leaf Sports and Entertainment, said the partnership is definitely a win-win. “One of our primary goals is to promote the values of youth soccer in Ontario,” said Chris Shewfelt, Director Corporate and Community Sports Partnerships, Toronto FC. “This partnership greatly enhances our ability to meet that objective.

“It also enables us to reach the massive number of loyal Pioneer customers with our message to come out and support Ontario’s only professional soccer club.”

Pioneer founder Murray Hogarth has been named Chairman Emeritus of Pioneer Energy Management Inc., the next step in what has been a successful and seamless management transition.

Tim Hogarth, Pioneer Energy President and CEO, has been named Chairman of the Board.

Emeritus, in the context of a family business, is used to denote the perpetual status of a founder who has lead the organization to success. “I am pleased and honoured to take on this new role, knowing that my father’s support and involvement will continue to inspire us all,” said Tim.

Murray founded Pioneer in 1956 with a vision for creating a uniquely different gasoline retailer by providing fast, efficient service combined with powerful loyalty programs and quality products at a great price.

PARTNERSHIP HIGHlIGHTSDRiVEn TO Play• Thousands of specially branded Bonus Bucks cards

• One club will win a $10,000 Pioneer grant based on most swipes of branded cards

• One team will win a Fantasy Soccer Package – a day of professional training at the Toronto FC facility and a

VIP Day at a game

• Hundreds of random Swipe and Win prizes for soccer parents

• Social media exposure

Official fuEl SPOnSOR• Thousands of co-branded Bonus Bucks cards to season ticket holders

• High visibility at all games including banners, electronic boards and concourse posters

• Bonus Bucks ‘greeters’ at games

• Social media exposure

> continued from page 3

Pioneer founder named Chairman Emeritus

The right impression

Return of Mystery Shopper program drives outstanding customer serviceJohn Evans believes customer service is the lifeblood of the convenience/retailing business.

“Anyone can sell gas. But if you give customers what they are looking for, and you do it better than anyone else, they will keep coming back,” says John, whose view is well supported by decades of experience on the retail front lines as well as in management.

“But if a customer has a bad experience – and that can include everything from dirty washrooms to indifferent customer service – it takes a lot to win them back,” adds Pioneer’s Director of Retail Operations, who has 20 years’ experience as a Retailer and District Manager.

John says the reintroduction of the Pioneer Mystery Shopper program is

an important step toward ensuring that each and every customer experience at Pioneer is outstanding. Each Pioneer retail site will be visited once per month by a shopper who evaluates the experience through a ‘customer’s’ eyes.

The evaluation includes all aspects of the site – cleanliness, lighting, landscaping, POP materials, washrooms and service delivery. It’s much like a mini RFB inspection.

“This new program is much more demanding than the programs that existed previously,” John notes. “It will create coaching opportunities throughout the network as we work toward continuous improvement.”

The program is designed specifically to reward and recognize great

Friendly greeting with a smile and

eye contact

Proper uniform with logo

Service attendant wearing visible

name tag

Promotional POP signage is clearly

displayed

Offers loyalty card to customers without one

Shoppers will check that garbage and recycling containers are clean and empty, and that there

is plenty of fluid in squeegee reservoir.

Attendant Jeff Tromblay, a member of the service team at Nemi Gowani’s Pioneer Verve location on Lakeshore Road East in Mississauga.

Pump islands are an important part of the customer experience. They should be clean

and inviting.

It’s important to show customers we are in business by keeping product shelves fully

stocked, tidy and inviting.

THE RETAIL COMMUNITY OF

> continued on page 9pioneer.ca 5

6

THE

Cheers to 35 Years!Hamilton Retailer’s long-time success is all about people

Retailer Tom Hadala with

Assistant Manager Russ Buchanan

at the Queenston Road

Pioneer in Hamilton.

The Cheers TV theme song – “Where everybody knows your name” – aptly describes the customer experience at Tom Hadala’s Pioneer location on Queenston Road in Hamilton.

“I have a great service team that makes a point of getting to know our regulars by name,” says Tom, whose 35-year career at Pioneer started as a 16-year-old, when he would sneak away from high-school classes to pick up shifts at the Upper James Pioneer.

“We sell a lot of cigarettes at our Snack Express store. If you’re a regular, you can bet your brand will be sitting on the counter when you walk through the door.”

And while Tom has seen “mind-boggling” changes in the retail gasoline industry over almost four decades, delivering great customer service is one of his keys to success that never changes.

The fact that the majority of his service team are long-time employees is also a huge plus. “I’d say 80 percent of my staff have been here for at least seven years.”

Assistant Manager Russ Buchanan, for instance, has been with Pioneer 31 years. Then there’s Jeff Kovacs who, with 22 years, points out fellow employee Jim Birgel with 14 years under his belt.

District Manager Andy Landry says Tom has learned his skills from some of the best people in the industry, and passes that knowledge down to his staff.

“Tom treats and trains his employees very well, and it’s not unusual for him to help them in any way he can to succeed at work and in life,” notes Andy. “He has seen innumerable changes in our business, learning to adapt and execute those skills to better serve his customers.”

One of those changes, Tom recalls, is the car-wash offer. “It used to be that we gave a free car wash with any fill-up,” he says. “In those days you were extremely busy from morning til night. I can remember people lining up for a wash on Upper James before it even opened each morning.”

The Upper James wash was the first in the network, but Queenston Road wasn’t far behind. Tom’s site in east-end Hamilton has endured while the landscape around it has changed dramatically through the years, with various retailers and restaurants all around it coming and going.

The 24-hour location offers propane fill-ups for vehicles at the island as well as one of the few free-standing BBQ tank refill pumps at the back. “Propane is becoming more important for us. Canpar has converted a lot of its trucks, and a lot of local cabbies are on propane.”

pioneer.ca 7

THE RETAIL COMMUNITY OF

A Vision for ConvenienceCordy family sets high standards at four Winnipeg locations

Above: Winnipeg’s first self-serve Tim Hortons is showing steady weekly growth thanks to Jason’s commitment

to promoting it with customers.

Right: Jason and Melissa (Missy) Cordy pictured at Jason’s On the Run location

on Kenaston Avenue in Winnipeg.

Glenn Cordy remembers a time when gas station convenience stores offered mainly motor oils, with wall displays piled floor to ceiling. If you were lucky, you might find potato chips or a peanut vending machine.

But even back then, Glenn had a vision for what convenience could be.

“When I got my first station, I looked at all the motor oil displays. We were selling about 15 bottles of oil a day, and I knew for sure I could sell a lot more than 15 bottles of Coke if I had a proper cooler,” recalls Glenn, whose father, Michael, launched a Cordy family Esso legacy that has spanned more than five decades and three generations in Winnipeg.

Today, Glenn’s Taylor Avenue Esso On the Run has sales well into seven figures annually, bearing out his vision that people would appreciate the convenience of getting other items they needed while stopping to fill up their vehicles.

His two children, Jason and Missy, are also now part of the family empire.

Jason operates two Esso On the Run sites – one on Pembina Highway and the other on Kenaston Avenue. The former is home to Winnipeg’s first walk-up, self-serve Tim Hortons which has become an instant hit.

“It’s very popular with customers,” says Jason. “They say it’s faster, and they like that they can make their coffee the way they like it instead of counting on an attendant to get it right.”

Jason has been working in the business since the age of 12 with his dad. “I think I always knew I would have my own site one day. I have a passion for it, it’s in my blood.”

Missy has had her own site on Portage Avenue since last year. “I worked cash in my dad’s station when I was in school, but ended up going to work in a bank after that,” she recalls.

“I ended up coming back and getting my own location because I knew that’s what I really wanted to do.”

District Manager Kirk Melville said the Cordys’ passion for customer service and maintaining clean, well-merchandised stores is second to none.

“I have had countless tours in Winnipeg with Pioneer folk as well as Esso On the Run people, and they all say the same thing – what great operations the Cordys run,” says Kirk.

“Their understanding of the gas/ convenience store business and involvement in the day-to-day operations at the site, keep them in tune with their customers and their employees. I don’t always know how they do it, but they continue to execute at the highest level.”

Jason says it’s great having so much experience behind them, noting his grandfather Michael continues to be an inspiration.

Glenn notes that his children have learned well growing up in the business. “They beat me in this month’s RFB evaluation. I got a 98.5, Jason got 99.5 at one site and 100 at the other while Missy got 100.”

THE

8

IN THE COmmuNITY

Pioneer boosts Ride for DadRetailer Ben Henry provided a welcome rest stop for participants in the March 2 Nation Valley ATV Club Ride for Dad. Almost 260 ATVers arrived at his Highway 31 site in Winchester near Ottawa halfway through 90-kilometer ride to raise almost $45,000 to support prostate cancer research and awareness in the Ottawa area. “We served a barbecue lunch for participants with the help of volunteers from other Winchester businesses,” says Ben. District Manager Chris Braceland congratulated Ben and his staff for helping to make the event such a success.

Pioneer is the Of�cial Donation Partner of The CHML / Y108 Christmas Tree of Hope.pioneer.ca

900chml.com

™ All of Pioneer’s trade-marks are owned by The Pioneer Group Inc.; Pioneer Petroleums LP is a licensed user of those trade-marks.

Food4KidsInterval House of HamiltonSalvation ArmyGood Shepherd Centre

Big Brothers/Big SistersHamilton Children’s AidTelling Tales FestivalRonald McDonald House

Hamilton Extend a FamilyMission ServicesYMCA Breakfast With SantaHalton Children’s Aid

100% of your donations help local charities like…McMaster Children’s HospitalNeighbour to NeighbourLiving RockWesley Urban Ministries

Your donations bring hope.

Donations accepted from Nov 26th - Dec 31st, 2012.

TOGETHER WE’VE RAISED OVER

1¢ Per Litre Day: $10,500Customer Donations: $25,000Corporate Donation: $20,000

$55,500

PP 0765 12 Tree of Hope Poster STICKER.indd 1 13-03-19 9:08 AM

Pioneer Retailers and customers teamed up again in 2012 to make the Holiday Season brighter for thousands of people. Pioneer has been a long-time supporter of The CHML Christmas Tree of Hope Campaign.

FuEllING THE DRIVE AGAINST HuNGERCollecting and distributing food for Halton’s hungry just got a little easier thanks to community supporters that helped fund the purchase. As the official fuel sponsor, Pioneer Energy will keep the truck rolling to pick up and distribute food. Halton Food for Life collected and distributed almost 1.3 million pounds of food over the past year. It was also named as a ‘Top Pick’ in the Charity Intelligence 2012 report for its record of turning every dollar donated into $10.77 worth of food.

> continued from page 1

“We also gave away family passes in promotions on our Pioneer and ROAM Facebook pages, engaging and rewarding our customers for their loyalty.”

The exhibit, a hands-on, interactive look at the struggles between two giants of the dinosaur world, attracted

thousands of visitors for daily activities, school programs and even Dino-Snores – family sleepovers for Family Day and March Break.

The exhibit was such a success it was extended for a week beyond its original closing date.

The main exhibit hall at the Battle of the Titans.

CAmPAIGN TOTAl NOw ClOSE TO $1.5m

Childrens’ hospitals across Ontario and in Winnipeg benefitted again this spring thanks to the efforts of Pioneer and Esso retailers and their employees, and the generosity of their customers.

This year’s Give What You Can campaign raised more than $108,000, including

almost $4,000 raised by the Winnipeg Esso

sites. Pioneer Energy matching contributions brought the total to $143,000, exceeding last year’s campaign by more than $4,000. Give What You Can has now raised almost $1.5 million since 1985.

Congratulations on your important contributions toward enhancing care for children at six children’s hospitals in Ontario and Manitoba.

THE RETAIL COMMUNITY OF

pioneer.ca 9

performance, while providing the ability to track performance trends at individual sites and across the network.

Retailers won’t know when a mystery shopper is coming, but will receive email notifications after the visit so they can go online to see the results. “Results are tabulated on an ongoing basis, so you can track improvements and see which areas might need more attention.”

The heaviest weighting is focused on customer service criteria, which make up 60 percent of the overall score. This section addresses a variety of

issues including:

• Clean uniforms with logo and visible name tag.

• Friendly greeting with a smile and eye contact.

• A request to swipe customer loyalty card.

• Offering a loyalty card if the customer doesn’t have one.

“These are all part of our customer service standard, and the Mystery Shopper program will give us a snapshot every month on how well we are upholding these standards. That can only serve to

make us better.”

Retailers will now be able to coach and reward employees based on real performance measurements, John adds.

Pioneer has a long history of using mystery shoppers, which were retired in 2011 with the implementation of the tellpioneer.com program, which encouraged customers to provide online feedback after visiting a site. “Mystery Shoppers is a much more precise way of helping us understand how we are measuring up to specific service standards.”

> continued from page 5

Return of Mystery Shoppers

Pioneer’s ROAM magazine is designed to provide added value to the customer experience, while driving them to visit roamontario.ca as well as the ROAM Facebook page. Watch for the addition of valuable Attractions Ontario coupons starting in the summer issue!

Be part of theCONVERSATION

Here’s a quick guide to becoming part of the community:

ROAM• roamontario.ca – timely blogs,

our online magazine, and archive articles of interest

facebook.com/roamontario – timely updates, contests and promotions, two-way conversations

Twitter – @roamontario – instant updates

PIONEER• pioneer.ca – station locator,

promotional updates, news

facebook.com/pioneerenergy – timely updates, contests and promotions, two-way conversations

Twitter – @pioneerenergy – instant updates

The Pioneer Energy online community is growing in leaps and bounds.

“We have been driving tremendous increases in traffic to our digital properties over the past few months,” notes Cheryl Stubbs, who had been co-ordinating those efforts as an independent contractor before joining Pioneer as Marketing Manager in April.

“But the really exciting news is the growing Facebook communities, where we are having dynamic two-way conversations with customers and Bonus Bucks members like never before.”

Cheryl urges Retailers and employees to join these communities so they can hear first-hand what’s important to our customers, while staying on top of the latest promotions.

“It creates another opportunity for personal contact with customers,” she notes. “When we’re offering free tickets to an event, or a free Pioneer Gift Card, you can let customers know about it. It adds a little excitement to everyone’s day.”

THE

10

Pioneer Energy has jumped into the home heating business in a big way.As the Esso branded reseller in Nova Scotia and New Brunswick, Pioneer will be serving an estimated 21,000 households as well as commercial bulk fuels customers in the two provinces.

The markets will be served by Pioneer Fuels Inc., the newest member of the Pioneer Group of Companies, which is headquartered in Dartmouth, N.S.

“Pioneer has acquired seven bulk fuel facilities in New Brunswick and Nova Scotia, entering into a long-term agreement to serve as an Esso branded reseller,” said Dave MacFarlane, Pioneer Energy VP, Real Estate and Development. “This is a natural extension of our energy businesses, and we are very pleased to be doing business in the Maritimes for the first time in our history.”

Brian Kitchen, Vice President, Dealer and Reseller Sales, heads up the new business unit. “We see lots of opportunities for growth in Atlantic Canada. We are in the process of hiring sales and administrative staff to make that happen.”

Brian expects business growth to come on several fronts, including acquisition of resellers and distributors in the market.

“We are also looking at added-value businesses including burner repairs as well as leasing and selling furnaces and hot-water heaters. We plan to set up a storefront, but most of the sales will be done over the Internet.”

He noted that Pioneer Fuels is in the process of acquiring a burner service business to launch into these new business areas.

Home-heating fuel deliveries are being handled by Global Fuels Inc. of Burlington.

Brian said Global is already well entrenched in the Maritimes, ensuring customers will be well served. “We are working with Global Fuels to ensure that people and equipment that had been servicing this market are kept in place wherever possible.”

Chris Honsberger, Esso Industrial & Commercial Sales Manager - Eastern Canada, said Imperial Oil is pleased to build on the success of an earlier partnership with Pioneer as an Esso branded reseller in Ontario. “Pioneer has been serving the energy needs of Canadians for many years, and offers a wide range of high-quality products and services.”

Dave MacFarlane noted Pioneer will continue looking for opportunities to expand through acquisition. “Meeting the needs of Canadians’ energy needs is what makes us successful, and we plan to stay at the forefront.”

BONuS BuCkS CARD PAyS Off!PayDay is hugely popular with Pioneer Bonus Bucks members, and for good reason! In addition to thousands of instant winners in the most recent PayDay promotion, we were pleased to award Grand Prizes to these lucky Pioneer customers.

Douglas H. from Burlington was the lucky winner of a trip for two to Vegas. He’s pictured collecting his prize from District Manager Ed Whitehouse.

Adrienne C. from Kingston enjoyed this year’s 100th Grey Cup in Toronto after winning two PayDay tickets. Adrienne picks up her prize from District Manager Rick Bairstow.

Wayne C. from Hamilton won two coveted box seats to watch the Toronto Maple Leafs take on the Ottawa Senators at Air Canada Centre. He picks up his prize from District Manager Andy Landry.

Dan S. from Kitchener has been happily filling up his tank this year after collecting $1000 in Bonus Bucks from District Manager Darren McLaughlin.

ExPANDING INTO ATLANTIC CANADAPioneer serving Home Comfort to 21,000 households

The Fall into Winter Photo Contest featured in the Fall 2012 ROAM magazine brought in hundreds of entries over the five-month contest period.“The quality of entries in this contest was simply amazing,” said Pioneer Marketing Manager Cheryl Stubbs. “It was difficult to pick just one winner in each of the monthly categories. What was really satisfying though was the fact that so many people took the time to send in entries.”

The contest officially ended in mid-March, and three Grand Prize winners were selected in each of the three categories: Winterscapes, Fallscapes and Show us Your Bonus Bucks.

Winning the Grand Prize in the Show Us Your Bonus Bucks category came naturally for Melanie Steeves. Her large collection of Pioneer Bonus Bucks, which she has been collecting since she was a child, includes at least three of

each denomination in each series.

“The Bonus Bucks I used in my photo are the oldest ones in my collection,” says Melanie, noting she thought it would be ‘cool’ putting them together with a vintage truck she and her husband use as a lawn decoration at their Fisherville home.

The truck in the photo is just a shell, made from parts and pieces of Ford and Mercury trucks from 1948 to 1954. “We have named it the ForCury in honour of the bits and pieces coming together to make it whole.”

Winner of the Fallscapes photo was Kara McCurlie of Hamilton, who rattled her fellow workers by screaming after reading her email. Her photo of her dog, Lucy, enjoying the fall leaves was a unanimous pick of the judging panel.

The Winterscapes winner was Virginia Hurley of Brantford whose photo of ice climbers at Tiffany Falls in Ancaster captured winter ROAMing at its exciting best.

THE RETAIL COMMUNITY OF

pioneer.ca 11

Melanie Steeves of Fisherville shows off her collection of Bonus Bucks that she has been gathering since she was a child. Her winning photo shows vintage Bonus Bucks with a vintage truck she uses for decoration.

Picture perfect!

Kara McCurlie with her dog, Lucy, who starred in her Grand Prize winning Fallscapes photo.

Virginia Hurley’s ice climbers were a hands-down winner in the Winterscapes category.

roamontario.caTM

ROAM photo contest draws hundreds of amazing entries

“My husband and I were out for a walk with our cameras. It was a total fluke to find these guys ice climbing. We were extremely lucky to see them as it was one of the few days that they were able to climb, due to our mild winter last year. The waterfalls of Hamilton are a great find for anyone looking for a neat place to take pictures.”

Each of the Grand Prize winners receives $750 in Bonus Bucks. Watch the summer edition of ROAM for details on a new photo contest.

pioneer.caPioneer People

Can you imagine fielding 75 or more telephone calls during your day?Welcome to the Pioneer Customer Care Centre, where Customer Care Supervisor Jennifer Jagdeo and Customer Care Representative Natalie Rashou have been handling upwards of 4,000 calls per month.

Pioneer recently brought its Customer Care Centre in-house from an outside provider, and the phones have been ringing off the hook. “It’s very busy, there’s no doubt about it,” says Anthony DiMaulo, Vice President, Merchandising, Marketing and Loyalty.

“Most of the calls are about the loyalty program – people wanting to register their cards, or move points from a lost card to a replacement card, that sort of thing.”

Jennifer and Natalie also field complaints from customers about everything from the price of gas, to less than perfect service experiences at Pioneer sites.

Pioneer was fortunate that Jennifer agreed to take on the role of setting up and supervising the in-house call centre. She had previously been employed by the company that managed the call centre on Pioneer’s behalf.

Anthony notes that having the care centre in-house makes it easier, faster and less expensive to respond quickly to customer concerns. “That said, it’s very important that Retailers and their staff handle complaints on site whenever possible,” adds Anthony. “It’s always preferable to make the customer happy at the time of the complaint rather than having them call customer care.”

PyE bEcOmES PiOnEER fuElS inc.Pye Brothers Fuels Limited, which joined the Pioneer family last year through acquisition, has been renamed Pioneer Fuels Inc. effective April 22, 2013. The Esso branded reselling operation based in Thunder Bay is also the Imperial Oil Lubricant Branded Distributor and wholesale fuel supplier for Thunder Bay, Geraldton, Emo, Owen Sound and Sarnia areas. Pioneer Fuels Inc. was created as part of the Pioneer Energy expansion into Atlantic Canada (see page 10).

CuSTOmER CARE ON THE HOOK FOR GREAT SERVICE

‘SERGEANT mAjOR’ FONDlY REmEmBEREDPioneer was deeply saddened to learn that Karl Work, Pioneer General Manager until his

1987 retirement, passed away this past January at the age of 90.“Karl was known as the ‘Sergeant Major’ who brought new disciplines and systems to our expanding operations,” recalls Murray Hogarth, Chairman Emeritus, Pioneer Energy Limited Partnership. “He contributed greatly to the early success of Pioneer.”Brian Kitchen, VP Dealer and Reseller Sales, remembers Karl as an important mentor when he was working in Port Credit. “Karl was a great boss with a rough tough demeanor who always looked for results. He is a man I truly respected and will miss.”Karl spent 18 years with Pioneer, a veteran member of the management team who promoted expansion of Pioneer’s convenience offering and initiated the move to an agent-based network. A Second World War veteran who played a key role in the D-Day Invasion, Karl joined Pioneer in January of 1970, first as Mr. Hogarth’s assistant and later as Sales Manager before becoming General Manager.Our condolences to the Work family.

mARIlYN SAlCICCIOlIPrice Book Co-ordinatorMarilyn Salciccioli joined Pioneer head office April 15 as Price

Book Coordinator. Marilyn brings seven years’ experience in Data Integrity Coordination and UPC/SKU management operational support from her most recent position atThe News Group LP. Marilyn will be working closely with Liz obtaining an understanding of our internal price book systems and procedures.

CHERYl STuBBSMarketing ManagerCheryl, who has worked with Pioneer for a number of years

as part of our Advertising Agency of Record, officially joined the team April 15 as Marketing Manager in April. Cheryl, who brings over 15 years of marketing experience, will work closely with Geoff Hogarth and Anthony DiMaulo to co-ordinate all marketing programs for maximum results.

new faces

COllINGwOOD OPENSA warm welcome to new dealer Mohammed Mizanur Rahman Shahin and his service team at our newest Pioneer site at 350 First Street in Collingwood. The new location, which features a touch-free car wash and Snack Express, opened in March.