PROGRAM CARD - MOL Move

Program name: MOL Move
Distinction: tiered CEE fuel station program
Brand / operator: MOL Magyar Olaj- és Gázipari Nyrt. (MOL Group)
Family / owner: MOL Group
Industry: fuels
Industry benchmark: no
Market: Hungary (primary market); expanded to the Czech Republic, Slovakia, Romania, Serbia, Croatia, Slovenia, Poland - 8 CEE markets (as of 2024)
Related programs: replaced Multipont in Hungary; operates under the same brand on local markets with local GTC (molmove.hu, molmove.si, etc.)
Status: active
Legal / temporal status: no restrictions
Launch year: 2020 (launch in Croatia and Slovenia); Hungary - 2021/2022 (exact date not publicly confirmed)
Main type: tiered
Additional type: points-based
Cost of joining: free
Channels: app (MOL Move - iOS and Android), website (local domains molmove.*), in-store (plastic card optional)
Reach: over 1,000,000 app downloads; approx. 750,000 monthly active users (2022 data, source: Supercharge)

Comparative parameters (estimated ratings)

Implementation difficulty (1-5): 3
Main KPI (impact strength): purchase frequency (medium)

Descriptive sections

0. Summary

MOL Move is a tiered loyalty program run by MOL Group across 8 CEE markets. Customers collect points for purchasing fuel, food-service products and other goods at stations, advancing through four tiers (Green, Silver, Gold, VIP), which unlock permanent discounts and coupons. Points are reset at each promotion - the program deliberately moves away from the classic "earn & burn" model.

1. Objectives and context

The program is designed to strengthen the loyalty of MOL station customers, increase refueling frequency and boost sales of food-service and store products (Fresh Corner). It replaces the older Multipont program in Hungary and unifies the CRM approach across the entire CEE region, enabling points to be collected at stations in all participating countries.

2. Target group

Drivers and users of MOL fuel stations in CEE - both private customers and commuters. The program is available exclusively to consumers (not to legal entities, although MOL Gold fleet card holders can collect points to a private account).

3. Architecture and type

Free registration via the app or website (providing first name, last name and email address); confirming the email address activates the account at the Green tier.
Every purchase at a station (fuel, food-service, store goods) is recorded by scanning the digital card in the app - points are accrued in real time.
Once the point threshold for a higher tier is reached (e.g. 1,000 pts → Silver), the balance is reset and the customer is promoted; a new 12-month collection cycle starts from zero.
At each tier the customer benefits from permanent discounts, coupons and in-app game rewards assigned to that tier.
Downsizing (tier reduction) is possible once a year - if within 12 months the customer does not reach the threshold sustaining a given tier.

4. Earn & burn mechanics

Accrual: standard fuel (EVO): 1 pt/liter; premium fuel (EVO Plus): 3 pts/liter (limit of 100 l/transaction); food-service products (coffee, hot dog, drinks, baked goods): 5 pts/EUR or local equivalent; other goods and services: 3 pts/EUR or local equivalent. Excluded: tobacco, lottery, phone top-ups, gift cards.
Threshold and redemption: Green → Silver: 1,000 pts; Silver → Gold: 2,500 pts from entering Silver; Gold → VIP: 5,000 pts from entering Gold. Promotion occurs automatically at the moment the threshold is exceeded; points are reset at each promotion. Rewards are not purchased with points - points serve solely to determine the tier.
Reward forms: permanent fuel discounts assigned to the tier (e.g. Green: −5 gr/liter EVO Plus, 10% on car cosmetics; Silver/Gold: −5 gr/liter EVO + percentage discounts on drinks, car wash and cosmetics); one-off coupons available in the app; scratch cards; rewards in competition games and challenges; a welcome gift (e.g. free coffee) for a new participant.
Point expiration: points reset at each promotion to a higher tier; the Silver, Gold and VIP tiers have a 12-month validity period - if during this time the customer does not collect the required number of points, they are downgraded and the points are deleted; the Green tier has no time limit; an account is deactivated after 2 years without any transaction (outside the terms).

5. Emotional value

MOL Move builds a sense of belonging to a progressive community of "mobile" customers - hence the program name referring to movement and mobility. Scratch cards and in-app games create an element of surprise and a regular return to the brand. The program emphasizes continuity of benefits: permanent fuel discounts (not one-off) communicate reliability and consistent savings rather than momentary promotions.

6. Gamification

Scratch cards published periodically - each one a win, which maintains the daily habit of opening the app.
Challenges with specific purchase conditions, rewarded with points or coupons.
Competition games with material prizes (e.g. a travel voucher).
Referral program: 50 pts for the referrer and the new user after the first transaction above EUR 10; a limit of 250 pts/year for the referrer.
Surveys rewarded with points.
A four-level tier system with the possibility of promotion and the risk of demotion - a FOMO mechanism motivating customers to sustain activity.

7. Differentiation

MOL Move deliberately moves away from the classic "earn & burn" model in favor of permanent discounts assigned to the tier. As a result, the customer receives an immediate and lasting benefit after every refueling instead of waiting to accumulate redeemable currency. The cross-border nature of the program (points collected at stations in 8 CEE countries) sets it apart from national station programs. A strong gamification layer (scratch cards, games) significantly raises the daily app activity rate.

8. Data and personalization

Data collected: first name, last name, email address, phone (optional), purchase transaction history (assortment, quantity, station, time).
MOL Group is a joint data controller with the local national company; data is not transferred outside the EEA.
Personalization: behavioral and demographic segmentation; targeted coupons and in-app push offers; monthly point reports per customer.
Legal basis for processing: performance of the contract + marketing consent (opt-in).

9. Technology

The MOL Move app is available on iOS and Android; local versions per market (hu.mol.move, si.mol.loyalty, etc.).
App design and digital architecture: Supercharge agency (Budapest).
CRM/loyalty platform: no public data regarding the backend provider on the HU market.
Integrations: POS at stations (card scanning); optional plastic card as a backup for the digital card; integration with the MOL Group Card (fleet card) - points to a private account, but without the ability to simultaneously use tier discounts.

10. Communication and lifecycle

Communication channels: in-app push notifications, email, SMS/Viber (local markets), the program website.
Onboarding: an immediate welcome gift (e.g. coffee) after registration and email verification; a system of automatic reminders to complete registration (after 1 h, 24 h, 3 days).
Retention: monthly point balance report; promotion/demotion notifications; periodic scratch cards and challenges as a reason to open the app regularly; birthday bonus points.
Reactivation: deactivation after 2 years of inactivity preceded by 30 days' notice; the customer can reactivate the account within 30 days of deactivation.

11. Conclusion / inspiration for the almanac

MOL Move demonstrates that a station program does not have to rely on redeemable points - a tiered model with permanent discounts shortens the time to the first benefit and eliminates the "waiting room" problem characteristic of classic points-based programs. Also worth emulating is the "point reset on promotion" mechanism, which forces continuous activity and prevents passive accumulation without engagement.

Sources: molgroup.info/en/products-and-services/for-consumers/loyalty-cards; supercharge.io/us/work/details/mol-loyalty; General Terms and Conditions of Participation MOL Move Slovenija (PDF, effective from 18.12.2023); chapter4.rs/en/mol-move-new-loyalty-program-in-serbia-now-available-across-the-region; molgroupcards.com/pl/karty/mol-move; invitation.codes/mol-move
Terms (link): https://molgroup.info/en/products-and-services/for-consumers/loyalty-cards
Entry compiled on: 2026-06-19

MOL Move