Dive Brief:
- BP revealed this week that it’s in the process of updating its rewards program and mobile app, according to a company announcement.
- Although BP didn’t clarify specific changes it's making to these programs, the company is overhauling its BPme rewards platform and mobile app to offer customers “an enhanced purchasing experience across both their fuel and convenience needs,” a BP spokesperson said via email.
- The c-store and fuel giant announced these plans — as well as several other digital and tech-focused initiatives — this week during its Marketers Association Convention and Business Expo in Scottsdale, Arizona.
Dive Insight:
BP’s plan to refresh its loyalty and mobile app come more than four years after the company debuted the BPme platform at BP and Amoco retail stores around the U.S.
At the time of the launch, the BPme mobile app’s most notable feature was that it gave consumers the ability to complete their fuel transactions directly through their phones. It also combined all fuel rewards into a single place where loyalty members could receive savings as well as track rewards and automatically apply them to purchases.
The BPme rewards platform replaced the company’s previous program, BP Driver Rewards.
BP’s spokesperson did not respond by press time for more details of its latest loyalty and mobile app refresh. In the announcement, the company said its rewards refresh will feature “enhanced consumer loyalty offerings.”
Besides revamping these platforms, BP also revealed plans this week to launch a new cloud-based point-of-sale system and tech support model, as well as a multi-channel fuels campaign this spring.
It also said it will continue growing its BP Pulse electric vehicle charging program at BP and Amoco gas stations across the U.S, and will be partnering with fuelService, an app-based program that helps drivers with disabilities find stations that will offer assistance with a fuel-up and alert those stations when they arrive.
"Consumers are changing faster than ever and we're investing together in our people, products, and offers to continue giving them what they want, when they want it, and how they want it,” Greg Franks, BP’s senior vice president of mobility and convenience for the Americas, said during the conference.
London-based BP owns a variety of convenience retailing brands across the U.S. Besides its own branded stores, it owns Thorntons arm, Amoco, Ampm and TravelCenters of America. Its U.S. headquarters are in Houston.
