BP Focuses on Loyalty East of the Rockies
Published in CSP Daily News
New program offers cents off at the pump on every other visit
CHICAGO -- Following an extensive test run, BP will launch a new loyalty program called BP Driver Rewards on April 3. The program, as reported in a Raymond James/CSP Daily News Flash, offers consumers “a smarter way to save money on quality fuel,” according to the company.
“We want to reward our loyal consumers with ongoing fuel savings that make BP gasoline with Invigorate an even better value,” said Amy Abraham, vice president of marketing at BP.
The program, available at participating sites within BP’s East of the Rockies footprint, rewards consumers with cents-per-gallon fuel savings just for filling up at BP.
BP is the first oil major to launch a “non-payment” loyalty program that rewards fuel purchases with fuel cents-per-gallon rewards, according to the company. Instead of requiring consumers to purchase additional convenience store items, BP Driver Rewards gives fuel purchasers rewards for the fuel that they regularly purchase.
Consumers can join the program by picking up a brochure with an affixed card at a BP site or by requesting a card online. For every 20 gallons of BP fuel purchased, and a minimum of two transactions, consumers will earn 5 cents off each gallon (valid up to 20 gallons) on their next purchase. Rewards accumulate automatically so most drivers can receive a 5-cents-per-gallon reward with every other fuel purchase.
Last year, BP tested BP Driver Rewards (called “BP Pump Rewards” during the pilot) at 325 BP stations in the Charlotte and Milwaukee markets. Results from the pilot tests showed that on average, BP Driver Rewards cardholders visited BP sites more often and purchased more fuel.
“Our 2012 test market data proved that consumers are thrilled about this new approach to rewards,” said Abraham, “and with our generous promotional incentives, we’re confident that our branded marketers will find it equally as valuable to their businesses.”
BP Driver Rewards uses Pump Rewards technology, which allows consumers to earn and redeem cents-per-gallon rewards directly at the pump. The program adds to existing Pump Rewards offers, including credit card-payment options such as the BP Visa and BP Card and single-use cents-off-per-gallon cards and codes.
BP-branded marketers with Pump Rewards-enabled sites will be able to support BP Driver Rewards immediately upon launch. And, unlike other brands, BP requires no upfront or monthly program fees and is waiving transaction fees for the 90-day promotional launch period from April 3 through July 2. After the promotional period, marketers are responsible for a 2.5-cents-per-gallon transaction fee each time a card is swiped, making it one of the lowest loyalty fees among majors for similar programs, BP said.
“BP Driver Rewards is the type of loyalty program that consumers want to participate in,” said Terry Evans, operations manager at Rushco Food Stores in Salisbury, N.C., one of the test locations. “By investing a lot of time in training, our employees felt prepared and excited to tell consumers about the program and encourage registrations. The result was a win-win that helped grow our business.”
Houston-based BP is supporting the program launch in several ways, including promotional offers and a multi-million dollar consumer marketing campaign that includes:
- 10-cent instant reward (one time use, up to 20 gallons) just for signing up.
- Consumer engagement campaign aimed at increasing purchase frequency.
- TV, radio, billboards, digital advertising.
- On-site point of purchase.
- Consumer and customer support telephone lines.
Brochures for the new BP Driver Rewards loyalty cards will ship by March 27, but BP-branded marketers who haven’t installed Pump Rewards technology, can still participate.