CHICAGO –BP has unveiled a number of improvements to its Driver Rewards loyalty program and credit-card processing technology designed to help BP-branded marketers meet consumers' evolving payment and card security needs at the pump.
The company briefed BP-branded marketers on the site technology platform and improvements to the BP Driver Rewards program prior to the Petroleum & Convenience Store Exposition of Mid-America in Kansas City, Mo.
BP's new site technology platform will continue to help branded marketers run their business securely and efficiently. The platform aims to save time and money through greater connectivity options, improved reliability and easier maintenance that shortens downtime at the site.
"We're confident this new technology will provide customers with a more sophisticated and personalized experience," said Helen Fitzpatrick, marketing director of product and offer development at BP. "This technology also gives us the opportunity to further improve our capabilities for customers now and in the future as the demand for flexible payments, security and technology upgrades continue to grow."
Additionally, the platform is designed to provide BP-branded marketers with the ability to process new payment options such as Europay, MasterCard and Visa (EMV) chip card acceptance. In the future, the platform will allow BP-branded marketers to accept mobile payment options and more effectively implement loyalty programs.
The site technology platform enhances four components of BP's existing technology infrastructure: Electronic Payment Server (EPS), forecourt controller (FCC), point-of-sale system (POS), PIN pads and network. BP-branded marketers will have flexibility in their POS, network and vendor choices.
BP-branded marketers can request these upgrades, which include incentives meant to reduce the overall cost of implementation for qualifying BP-branded marketers, starting April 15.
The company also announced enhancements to its free Driver Rewards program that are set to launch May 18.
Customers who participate in one of the three programs--BP Driver Rewards, BP Card with Driver Rewards and BP Co-Branded Card with Driver Rewards--can look forward to enhanced rewards, new program promotional offers and more ways to earn.
BP Driver Rewards
- No minimum visit and minimum purchase gallon requirements, plus a simple and easy-to-understand reward structure. Customers will earn 10 cents off per gallon for every $100 spent on fuel at participating BP stations.
- Easy account access at the pump and inside the store by entering a phone number (excludes stations in New Jersey) instead of swiping a BP Driver Rewards card.
BP Co-Branded Card With Driver Rewards
The following improvements will be introduced as new BP credit card partner, Synchrony Financial, comes aboard this year, bringing deep expertise in technology and loyalty programs. Customers with this card will enjoy additional benefits that include:
- 25 cents off per gallon in rewards when they spend $100 on fuel and convenience store purchases at BP.
- 15 cents off per gallon in rewards when they spend $100 on groceries, travel and dining.
- 5 cents off per gallon in rewards when they spend $100 everywhere else excluding non-BP fuel stations.
BP Card With Driver Rewards
- 10 cents off per gallon in rewards when they spend $100 on fuel and convenience store purchases at BP.
(Terms and conditions apply and more details can be found at www.mybpstation.com starting on March 18.)
"Our customers told us they were looking for a simpler, easier-to-manage rewards program," Fitzpatrick said. "We're delivering even greater value with our enhanced Driver Rewards platform, one program with three ways to earn more rewards."
Current reward members will be notified of the new offer details in March.
The improved BP Driver Rewards will be launched with a digital marketing campaign aimed at generating awareness and acquiring new customers to the program. BP is also planning multi-channel advertising support, events at retail sites and promotions throughout the year.
London-based BP is the single, global brand formed by the combination of the former British Petroleum, Amoco, Atlantic Richfield (ARCO) and Burmah Castrol. BP is a global producer, manufacturer and marketer of oil, gas, chemicals and renewable energy sources.
With U.S. headquarters in La Palma, Calif. (West), and Warrenville, Ill. (East), BP markets more than 15 billion gallons of gasoline every year to U.S. consumers through more than 11,000 BP- and ARCO-branded retail outlets and supplies more than four billion gallons of fuel annually to fleets, industrial users, auto and truck manufacturers, railroads and utilities.
Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.