#60: BP Discusses Driving Loyalty in Fuel & Convenience Globally

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By: Wise Marketer Staff |

Posted on November 5, 2020

BP is one of the world's largest oil companies, operating over 18,700 service stations and running loyalty programmes in over twenty countries worldwide. 

In this episode of "Let's Talk Loyalty", I chat to Olivier Martinet who has led BP's loyalty initiatives for over twenty six years. He shares how he approaches the development of digital platforms and loyalty programmes according to the market's needs, maturity, and challenges while maintaining a laser focus on being relevant to consumers. 

We discuss the importance of global standards and the need to drive loyalty "beyond points" — leveraging mass personalised programmes that can effectively drive consumer behaviour.

Listen to episode 59: Epsilon Talks 121 Loyalty, Contactless Loyalty and Emotional Loyalty