bp Unveils New Tech for POS, Loyalty, Fuel, More

Company debuts new developments at the bp Amoco Marketers Association (BPAMA) Convention and Business Expo
bp sign
Photograph: Shutterstock

bp has unveiled the launch of its consumer digital app, a point-of-sale (POS) system, enhanced consumer loyalty offerings, fuel campaigns and more at the biennial bp Amoco Marketers Association (BPAMA) Convention and Business Expo in Scottsdale, Arizona.

  • BP America Inc./Thorntons is No. 7 on CSP’s 2023 Top 202 ranking of U.S. convenience-store chains by store count.

The event celebrated the 50th anniversary of the BPAMA and its longstanding relationship with bp. On the main stage, bp leaders highlighted the ongoing expansion and technological developments led by bp and its marketers, showcasing trends, strategies and innovations that contribute to the success of businesses in today's dynamic environment.

Themed “Power of Us,” the convention served as a platform for bp to introduce additional offerings intended to transform the consumer experience, including:

  • Launch of the new consumer digital app, underpinned by a loyalty platform across fueling and convenience.
  • New technology aimed at simplifying and enhancing the retail experience, including a modern cloud-based POS, optimized tech support model and enhanced consumer loyalty offerings.
  • Multi-channel fuels campaign coming spring 2024. 
  •  Growing bp pulse electric-vehicle (EV) charging operations at bp and Amoco gas stations throughout the United States.
  • Expansion of bp pulse EV charging,  making charging more accessible nationwide, reinforcing the commitment to a sustainable future. bp pulse, bp’s EV charging business, has installed more than 29,000 charge points (up 35% on 2022) and aims to roll out more than 100,000 globally by 2030. bp pulse plans to invest up to $1 billion in EV charging across the U.S. by 2030.  
  • Focus on bp’s commitment to greater diversity, equity and inclusion through an offer with fuelService, an app designed to help drivers who need assistance find gas stations that are staffed and ready to help them fuel up.

“Our U.S. branded marketers unwavering commitment is fundamental to our joint efforts in enhancing the consumer experience,” said Emma Delaney, executive vice president of customers and products for bp. “Attending the BPAMA conference is always a rewarding experience, and we look forward to providing these frontline representatives for the bp and Amoco brands with innovative tools, solidifying our dedication to their success.”

As part of the convention, attendees earned points contributing to a charitable donation supporting In Our Backyard, with which bp shares a partnership dedicated to combating human trafficking. The campaign showcased exclusive dispenser skirts featuring distinctive In Our Backyard graphics, providing advocates with a tangible and symbolic means to actively engage in the fight against human trafficking. These exclusive items are currently available for order on bpparts, providing bp’s branded marketers the opportunity to directly contribute to this crucial cause.

This endeavor aligns with bp's ongoing commitment to championing social responsibility. By facilitating direct involvement through this innovative campaign, bp demonstrates its dedication to making a meaningful impact on a global scale. In tandem, the company underscores the significance of retail site staff in this effort, offering training and resources to empower stations in taking a stand against human trafficking.

“This year's BPAMA convention has truly been a celebration of the Power of Us and the extraordinary things we accomplish with our bp and Amoco branded marketers,” stated Greg Franks, senior vice president of mobility and convenience for Americas for bp. “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.”

Chicago-based bp owns convenience-store brands ampm and Thorntons. In May, it completed its acquisition of TravelCenters of America, Westlake, Ohio. Bpx, bp’s U.S. onshore oil and gas business, began operating as a standalone entity in 2015.

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