BP Builds on Success of Driver Rewards
BP's fall promotion “Give a Reward, Get a Reward,” builds on the recent success of its BP Driver Rewards loyalty program by allowing members give three friends or family members rewards of 25 cents per gallon discount on their next fill-ups of up to 20 gallons. The promotion runs Sept. 2 through Nov. 3 at participating BP retail locations.
“With this promotion, our focus is on building loyalty, which is absolutely critical to business growth," Jo Brecknock, director of brand and communications for BP Fuels North America, said in a company report. "And, we believe that continuing to invest and improve BP Driver Rewards is the best way to achieve that goal.”
BP Driver Rewards members who participate in the promotion are automatically entered in a weekly sweepstakes to win one of 10 gift cards equivalent to a year’s worth of gas.
Since BP announced it had improved the Driver Rewards loyalty program in June, the program has seen steady growth – surpassing 2 million members. It offers members three options to earn and receive awards at the pump:
- The free-to-join BP Driver Rewards loyalty card allows cardholders to enter their phone numbers at the pump to earn and redeem awards at participating BP stations. Drivers earn 10 cents off per gallon for every $100 spent on BP fuel at participating locations and they have a full year to redeem these rewards.
- The all-in-one credit card option, BP Visa with Driver Rewards, offers cardholders 25 cents off per gallon off their next tank of gas for every $100 charged, excluding non-BP gas stations for the first 90 days after they sign up. After 90 days, they earn 25 cents off per gallon for every $100 spent on purchases at BP, 15 cents off per gallon for every $100 spent on eligible travel, dining and grocery, and five cents off per gallon for every $100 charged anywhere Visa credit cards are accepted, excluding non-BP stations.
- The dedicated BP retail site card is BP Card with Driver Rewards. Drivers earn 25 cents off per gallon off their next tank of gas for every $100 spent at the pump at BP locations for the first 90 days after signing up and 10 cents off per gallon for every $100 spent at BP thereafter.
Also, average members visit BP retail stations on average 4.3 times per month, which is up from 3.5 in April, before the program update.
Source: Retail Customer Experience