CHICAGO -- BP aims to solve an old problem with new technology: Making the fueling experience enjoyable. It’s most recent effort centers around Miles, an interactive fuel pump that engages with customers as they fill up. It is currently in test at four sites in Chicago and New York.
Miles had been in development for the past three months, Jo Brecknock, director of brand and communications for Houston-based BP, told CSP Daily News.
“The trigger was thinking about our consumers and what matters to them most,” said Brecknock. “We know that nobody wakes up in the morning wanting to pump gas. How can you make the three to five minutes you spend at the pump a little bit more exciting?”
And ultimately, an enjoyable experience should create some customer goodwill. “This is about loyalty, and it is about getting our consumers to come back at the station,” she said.
Click on for a tour of Miles’ most notable features.