bp has launched earnify, an app designed to go beyond fuel purchase rewards, aiming to deliver a seamless, integrated experience for fueling and convenience-store consumers at the pump and in-store. It enhances, expands and replaces the BPme Rewards program.
earnify users can earn points on every dollar spent at bp and Amoco locations, both on fuel and in-store items. Users earn one point per $1 spent on fuel and two points per $1 spent on other in-store items, along with an always-on 5-cents-per-gallon (CPG) savings on fuel purchases. Points can be redeemed for various rewards, including additional fuel savings, in-store purchases, or special promotional offers.
The app was developed internally, a company spokesperson told CSP. “The earnify app is currently available at most bp and Amoco sites, including TravelCenters of America, Petro and TA Express sites with bp or Amoco forecourts. It will be available at select ampm sites in 2024 and across the Thorntons network in 2025," the company said.
The new app is reaching more than 7,000 bp, Amoco and TravelCenters of America locations so far, the company said.
“Our customers are at the heart of everything we do,” said Greg Franks, senior vice president of mobility and convenience for the Americas at bp, Chicago. “We are thrilled to introduce earnify and deliver a time-saving digital offer that elevates our U.S. convenience and mobility business and gives our customers what they want, when they want it and how they want it.”
As it scales, the company is working to develop new services on the app, including a digital wallet and order-ahead capability along with marketing and analytics, it said. Customers could pay for all services through the digital wallet, order those products or services before reaching the station, and potentially receive advertisements for products that interest them.
bp is offering exclusive introductory benefits to celebrate the launch of the earnify app, it said. For the first 90 days, users will earn double points on all transactions, giving them a head start on building their rewards. Additionally, new users will receive 250 welcome points after registering in the app.
Globally, bp is aiming to increase customer touchpoints from 12 million to more than 15 million per day by 2025 and double its convenience gross margin by 2030, the company said.
bp is No. 7 on CSP’s 2024 Top 202 ranking of U.S. convenience-store chains by total number of company-owned stores.
Global energy company bp, which has U.S. headquarters in Chicago, owns convenience-store brands ampm, Thorntons and TravelCenters of America in the United States.
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