It is widely known that today’s loyalty programs are customer-centric. Loyalty is about building close relationships with key customers. Good software makes it possible to manage those relationships in a desirable way. An advanced loyalty system, combined with modern management, in-depth analyses, and an innovative promotion plan, can help create customer lifetime value (CLV) of targeted customers.
In 2015, BP wanted to change the rules of their loyalty program in Spain. To make it more attractive for today’s customers, BP chose Comarch Customer Loyalty Management (CLM) to enrich its popular Mi loyalty program. The new solution designed for BP has been upgraded in technical, operational, and business efficiency terms and meets all the criteria a contemporary loyalty platform needs to address the demands of modern consumers.
This new agreement extends the partnership that Comarch CLM has build with BP. Even through Comarch CLM has helped BP comprehensively manage its loyalty program for many years, Mi BP is a new loyalty program developed specifically for the Spanish branch.
“When making a decision to modify our loyalty platform, we decided to work with Comarch, because we have many years of shared experience in different projects across Europe,” said Asier Olarte, Loyalty Manager at BP Iberia. “The strength of Comarch is the versatility and flexibility of their solutions, as well as the technical and business expertise of the team. This made it possible to introduce features that have adjusted our loyalty offer to the expectations of the modern consumer.”
The new dynamics of the consumer loyalty market, as well as new ideas and trends surrounding customer engagement, motivated BP to refresh its existing program. 
These changes were not limited to graphic design, but also embraced the core rules. Members have received new discounts and new privileges, but the most important innovation was a new mobile application and a new loyalty engine.
The new version of Comarch CLM, tailored to Mi BP’s needs, is composed of modules and functionalities desirable for every advanced and innovative loyalty system. In the era of mobile technologies, when some countries have over 50% of their eCommerce transactions on mobile, it was extremely important to provide BP with a state-of-the-art application. Not only because of the Millennials, who represent the largest group of smartphone users, but also older users. Comarch’s experience with loyalty programs - including Jetblue’s “True Blue” and Turkish Airlines’ “Miles and Smiles” - helped them design it effectively and efficiently.
Because Mi BP is based primarily on discounts offered by BP, Mi BP was designed to serve BP partners including Toys'R'Us, Media Markt and El Corte Inglés. The system designed by Comarch allows for a flexible partner relationship management and offers an outstanding user experience. Members of Mi BP earn points on every litre of fuel they purchase at BP and can redeem points for rewards such as fuel discounts or discounts in the well-known Spanish supermarket chain Hiperdino.
This integration was one of the very important elements of the implementation. Today, the platform offers additional discounts on cosmetics, electronics & home appliances, culture & entertainment, travel, food and numerous other products and services.
“Thanks to Comarch, managing a loyalty program becomes transparent, which brings tangible benefits for our subsequent customers,” concluded Piotr Dziurzyński, Sales Director, Loyalty & Marketing Solutions at Comarch.
[1] Criteo’sQ1 2015 State of Mobile Commerce Report.