Promoting the goods and services of others by means of loyalty rewards of loyalty reward programs for customers of those others; Providing incentive award programs for customers of participating businesses through the issuance and processing of loyalty rewards for frequent use at the participating businesses; Administration of a customer loyalty program for participating retailers and merchants which provide discounts on fuel based upon purchases made at those participating retailers and merchants; Administration of a discount program for others providing customers of goods and services of those other with discounts on defined products purchased from participating retailers and merchants; Administration of a discount program for others providing consumers of goods or services of the others with discounts on retail fuels purchased from participating suppliers; Providing a pricing program to participating retail and grocery stores, restaurants, and utility and financial services providers, in the field of retail gas stations operated by others, through which retail and grocery stores, restaurants, and utilities and financial services providers may promote their goods and services through discounts on fuels purchased from participating gas stations