New program allows consumers to share their fuel savings, continuing to build loyalty base
In a new promotion, BP is making it easy for even more consumers to save at the pump, by allowing them to pass their savings along to others for the first time—with no additional fees to wholesale customers.
The promotion, known as “Give a Reward, Get a Reward,” builds on the recent success of the new BP Driver Rewards loyalty program by letting members give three friends or family members a reward of 25 cents per gallon discount on their next fill-up of up to 20 gallons. The promotion began yesterday and runs through November 3 at participating BP retail locations.
“We know consumers always enjoy discounts at the pump in whatever form they come,” said Jo Brecknock, director of brand and communications for BP Fuels North America. “With this promotion, our focus is on building loyalty, which is absolutely critical to business growth. And, we believe that continuing to invest in and improve BP Driver Rewards is the best way to achieve that goal.”
BP Driver Rewards members who participate in the promotion will automatically be entered in a weekly sweepstakes to win one of 10 gift cards equivalent to a year’s worth of gas. The promotion will be supported with TV and radio advertisements in select markets and on-site at participating retail locations, as well as through digital advertising and an email marketing campaign across BP’s entire U.S. retail network.
Earlier this summer, BP announced its improved Driver Rewards loyalty and credit card programs and the program has seen steady growth since then, recently surpassing 2 million members. According to BP, active BP Driver Rewards members are also visiting BP retail stations on average 4.3 times per month, up from 3.5 in April, before the program changes.
If you’re interested in learning more about the right loyalty program for your company, NACS Show has several education sessions focused on the topic, including Building a Loyalty Program, Next Gen Loyalty and Loyalty Technologies.