Dive Brief:
- BP has launched Earnify, a new app and rewards program, the company announced on Monday.
- Earnify is taking over for BP’s BPme and Ampm rewards programs, both of which are no longer supported at locations where Earnify is available, according to the company website.
- As the capabilities and expectations of apps and rewards programs change, BP joins companies like Circle K, Jacksons and Citgo in evolving their digital loyalty strategies.
Dive Insight:
With Earnify, BP has rolled out a rewards program that stretches across all of its convenience store brands and turns up the focus on in-store rewards.
Earnify offers 5 cents off every fuel purchase and lets members earn one point for each dollar spent at BP and Amoco gas stations and 2 points for every dollar spent in-store. They can then use those points for in-store or fuel discounts and special promotions. For example, 200 points will translate to 5-cent-per-gallon savings on gas or $2 off an in-store tab.
Customers get 250 points for signing up and earn double points for the first 90 days.
BP’s c-store banners include TravelCenters of America, Ampm and Thorntons. Ampm’s app will be made “obsolete” in the future, BP said on its website. TravelCenters of America’s app is more trucker-focused, and it’s unclear what will happen to Thorntons’ app. A BP representative did not respond by press time to a request for more information.
The company also expects to add clubs — where customers buy a certain number of items to get one free — to the Earnify program in the future.
BP first discussed plans to update its loyalty program and app at its Marketers Association Convention and Business Expo in February. A spokesperson said at the time that the changes were intended to give customers “an enhanced purchasing experience across both their fuel and convenience needs.”
The introduction of Earnify is part of BP’s plan to expand its mobility business, which includes its convenience stores. The company aims to increase customer touchpoints from 12 million to over 15 million and double its convenience gross margin by 2030.
To encourage repeat visitors, retailers have taken numerous steps to strengthen their rewards programs and apps. Jacksons and Hucks revamped their programs with easier, more compelling offers for users. Circle K decided to try a tiered rewards option with the introduction of its Inner Circle program, while Citgo began testing several new additions to its rewards program in July.
