In the US, BP has launched a simpler version of its 'Driver Rewards' loyalty programme, allowing motorist members to choose from three different cards, and providing BP-branded fuel retailers with an easier to manage and more cost-effective programme.
BP has partnered with Synchrony Financial to support the revised BP Driver Rewards programme with point-of-purchase merchandising, digital and traditional advertising and updated point-of-sale technology.
From now onward, all BP-branded retailers will offer their customers three reward card options:
- BP Visa with Driver Rewards
Consumers looking for an all-in-one credit card option can choose the BP Visa with Driver Rewards. Beginning in mid-2015, holders of the BP Visa with Driver Rewards will enjoy a best-in-class offer, earning 25 cents off per gallon for every US$100 spent at a BP site; 15 cents off per gallon for every US$100 spent in travel, dining and grocery; and 5 cents off per gallon for all other purchases, excluding purchases at non BP-fuel stations.
- BP Credit Card with Driver Rewards
Consumers wanting a dedicated BP retail site card can choose the BP Card with Driver Rewards. Beginning in mid-2015, holders of this card will earn 10 cents off per gallon for every US$100 spent on BP fuel.
- BP Driver Rewards Loyalty Card
Consumers seeking to save on fuel without a credit option can select the free-to-join BP Driver Rewards loyalty card. BP Driver Rewards loyalty card holders will enjoy a special introductory offer where they can earn 25 cents off per gallon for every US$100 spent on BP fuel (until 1st September 2015) at participating BP stations. Consumers have a full year to redeem these rewards.
"Consumers expect maximum bang for their buck and ease of use when it comes to loyalty cards," explained Doug Dryan, BP's Driver Rewards loyalty programme manager. "BP is answering that challenge by building a rewards programme around three distinctive card options that we believe can drive long-term business for BP-branded marketers."