Loyalty Goes Brand Wide at BP

Launches BP Driver Rewards, its first comprehensive fuel-price discount offering

Published in CSP Daily News

CHICAGO -- BP Products North America Inc. has officially launched BP Driver Rewards, a new fuel loyalty program that it tested last year.

Now available at participating BP stations, the program features a free loyalty card that rewards customers with savings on fuel by filling up with any grade of BP gasoline or diesel. They can earn rewards and redeem them directly at the pump, without requiring additional purchases at other retailers.

"BP has long offered valuable credit-card rewards programs with the BP Visa. Today, we're eager to complement our credit-card offer with our first major nonpayment loyalty program--BP Driver Rewards," said Amy Abraham, BP vice president of marketing. "This first-of-its-kind BP loyalty program provides all drivers with a compelling new way to save on ... gasoline."

As reported in a Raymond James/CSP Daily News Flash on Wednesday, the BP Driver Rewards program allows BP customers to earn a five-cents-off-per-gallon reward for every 20 gallons purchased over at least two fillups. Rewards accumulate automatically, and customers can redeemed them as quickly as one hour from being earned without the wait for monthly statements like many loyalty programs.

Cents-per-gallon rewards are continually stacked as they are earned, allowing customers to earn larger rewards, subject to their expiration. Reward redemption occurs directly at the pump at participating BP stations. Customers swipe their BP Driver Rewards card; they are then prompted with the option to apply available cents-per-gallon rewards towards their fuel purchase, giving them the ability to instantly save at the pump.

Customers can redeem program rewards towards a single fillup (up to 20 gallons) for a period of 90 days following the month in which they were earned.

Consumers may join the BP Driver Rewards loyalty program by picking up a brochure with an affixed loyalty card at participating BP sites and registering it online at bpdriverrewards.com. Consumers may also register online and request to have BP send them a card by mail. Program enrollment is free and requires no credit approval to participate.

As an introductory offer, new program registrants will receive a reward of 10-cents off per gallon, which is available instantly and may be used towards a future fillup (up to 20 gallons), subject to expiration.

As previously reported in CSP Daily News, in 2012, BP launched the BP Visa with Pump Rewards, followed by the BP Rewards Card, a nonpayment loyalty card. And it also tested the Driver Rewards concept in several markets.

BP--with U.S. operations based in Chicago, Houston and La Palma, Calif.--markets more than 15 billion gallons of gasoline every year United States to consumers through more than 11,000 branded retail outlets and supplies more than four billion gallons of fuel annually to fleets, industrial users, auto and truck manufacturers, railroads and utilities. With headquarters in London, BP is the single, global brand formed by the combination of the former British Petroleum, Amoco, Atlantic Richfield (ARCO) and Burmah Castrol. It is a global producer, manufacturer and marketer of oil, gas, chemicals and renewable energy sources.

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