Excentus will leverage BP's recently announced brand-wide price rollback initiative to help expand the fuelperks! Rewards program across the country. The initiative, among other things, aims to make every BP station a redemption center for cents-per-gallon [image-nocss] fuel rewards. To date, more than 90% of eligible BP sites, representing more than 8,000 locations, have enrolled to receive the price rollback software upgrade in a brand-wide deployment effort beginning later this year. This will bring Price Rollback technology to more than 90 marketing areas in the U.S. in 2010.
BP in April began briefing branded jobbers and franchisees on a new point-of-sale (POS) enhancement initiative that will lay the foundation for future branded card and loyalty offers. (Click here for previous CSP Daily News coverage.)
The fuelperks! Rewards Program provides consumers with cents-per-gallon rewards for making purchases at more than 500 grocery stores, including Giant Eagle, Roundy's, Bi-Lo, Ukrop's and Winn-Dixie locations. fuelperks! Rewards add up over multiple purchases and can be instantly redeemed on fuel purchases up to 20 gallons. For example, when a customer spends $50 during one visit or over multiple visits at a participating grocery store, they can earn a 10 cents-per-gallon reward. The same customer spending an additional $100 at this store will earn an additional 20 cents-per-gallon, for a total of 30 cents-per-gallon redeemable on their next fillup at a participating station.
Consumers instantly redeem the rewards by swiping their rewards card at the pump or inside the convenience store and selecting a form of payment (credit, debit or cash). The price of each grade of fuel drops by the amount of the customer's reward balance and the customer selects a grade and begins fueling. After consumers redeem their rewards, they can start earning new rewards based on qualifying purchases.
Building on successful fuelperks! program implementations in Minneapolis/St. Paul, Madison, Wis., and other markets, BP and Irving, Texas-based Excentus expect to continue to expand the reward program with new and existing fuelperks! partners, with the goal of increasing the earnings power and benefit for the consumer.
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