The Brief

The consumer fuel market has already peaked. More efficient cars and the move towards electrification and home charging has seen volumes decline. As BP continues to focus on providing energy in people's lives it was clear there was a need to build a direct relationship with its customer – one that extended beyond the moments spent standing on the forecourt filling the car up. But without a first party data relationship this wasn't going to be easy.

The Eureka Moment

Launching their own loyalty programme was the first step to building this data relationship; one that would enable them to better know, better connect and better reward their customers. Research showed that competitors fuel loyalty schemes could feel too disconnected with rewards or high-ticket items that took forever to earn.

BPme Rewards went against that norm and brought achievable rewards to the customer, even the odd surprise! Yes, you still collected points, but customers wanted that; something tangible, something they were in control of unlike competitor's opaque promises of future fuel discount if you continue to spend. In taking back control BP recognised that customers wanted to pick their rewards across the entire offering; from Percy Pigs, to Friday night's meal deal.

The Roll-out

On the 4th June 2019 BPme Rewards rolled out across the entire 1200 BP forecourt estate.

MRM brought the new loyalty programme to market in record time, well ahead of any key competitor. Receiving new customer, fueling and retail behaviour data, BP were able to connect to their customers like never before.

Our creative platform, "Little Treats More Often", was brought to life in bite-size email executions, vibrant POS executions, an App refresh and brand new loyalty website, including an offer portal and redemption centre. Everyone that signed up could access their new rewards quickly and easily. All visualised through simple icons that reinforced the new membership card – and the variety of rewards it unlocked.

Messaging had to be simple, to the point and unconsciously consumed. It also had to not over-promise. The use of 'bling- linguistics'; a slightly cheeky and colloquial conversational language, allowed us to be fun and irreverent celebrating the everyday acts and engagements – particularly in design or copy 'light' areas.

Clear roles for each channel allowed for the story to build over time – we created five messaging zones across the forecourt journey and fifteen in CRM. This allowed us to quickly move someone from awareness through comprehension, into trial. A boost of points at registration ensured everyone had enough to try a redemption so our first job was to make sure they actually redeemed, and started to see BP as a place to treat themselves, not just a collection point.

The Results

●     In the first 90 days there were 2m new members

●     Over 10m transactions through BPme Reward were conducted in the first 90 days

●     25.4 million points issued

●     43% of members made three or more transactions during their on-boarding communication period – showing we've created real engagement across the base

●     50% increase in redemption of BPme Reward ticket at till offers vs. programme ticket at till offers

●     Tens of thousands of redemptions , 95% on pay as you purchase showing customers really are seeing the benefits of Little Treats More Often

●     High levels of engagement - email open rates average 2.2 times higher and offer activation average 1.7 times higher

Awards