BP will launch its BP Driver Rewards program on April 3 at participating sites that will provide customers with up to five cents off per gallon.
“The goal of the BP Drive Rewards program is to build consumer loyalty and to drive traffic to BP sites (locations),” a BP spokesman told Loyalty 360 via e-mail. “We also think it is important to reward our loyal consumers with ongoing fuel savings that make BP gasoline even a better value.”
BP said it is the first major oil company to launch a “non-payment” loyalty program that rewards fuel purchases with fuel cents-per-gallon rewards. However, Speedway, a wholly owned subsidiary of Marathon, offers a program for which members who reach certain rewards levels can cash in points for gasoline discounts (other options are also available). Shell and Mobil have partnerships with different grocery stores offering fuel discounts in return for grocery store purchases. Several fuel companies offer gasoline discounts an incentive for using a co-branded credit card.
Customers can sign up for the program by picking-up a brochure with an affixed card at a BP site, or by requesting a card online. For every 20 gallons of BP fuel purchased, and a minimum of two transactions, consumers will earn five cents off each gallon (valid up to 20 gallons) on their next purchase
The program was announced after examining the results of a 2012 pilot program. Last year, BP tested BP Driver Rewards (called BP Pump Rewards during the pilot) at 325 BP stations in the Charlotte and Milwaukee markets. Results from the pilot tests showed that on average, BP Driver Rewards cardholders visited BP sites more often and purchased more fuel.
“Our 2012 test market data proved that consumers are thrilled about this new approach to rewards, and with our generous promotional incentives, we’re confident that our branded marketers will find it equally as valuable to their businesses,” said Amy Abraham, BP vice president of marketing.
BP Driver Rewards uses what the company calls its Pump Rewards technology, which enables consumers to earn and redeem cents per gallon rewards directly at the pump. The BP program adds to existing Pump Rewards offers including credit card payment options like the BP Visa and BP Card and single-use cents-off-per-gallon cards and codes.
BP Branded Marketers with Pump Rewards-enabled sites will be able to support BP Driver Rewards immediately upon launch. Also, BP requires no upfront or monthly program fees and is waiving transaction fees for the 90-day promotional launch period from April 3 through July 2. After the promotional period, marketers are responsible for a 2.5 cents-per-gallon transaction fee each time a card is swiped.