In May, BP launched a simpler Driver Rewards loyalty program. Motorists now can choose from three different cards, and BP-branded retailers now have an easier, more cost-effective program to manage. “We’re proud to kick off the summer driving season with this updated BP Driver Rewards program, which we believe will please consumers and enable our retailers to bring them back time and time again,” said John Carey, vice president of sales and marketing for BP Fuels North America. BP-branded retailers will now offer the three following card options:
BP Visa with Driver Rewards
Consumers looking for an all-in-one credit card with rewards can choose the BP Visa with Driver Rewards. Holders of the BP Visa with Driver Rewards enjoy a best-in-class offer, earning 25 cents off per gallon for every $100 spent at a BP site; 15 cents off per gallon for every $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, holders of this card earn 10 cents off per gallon for every $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 cardholders enjoy a special introductory offer where they can earn 25 cents off per gallon for every $100 spent on BP fuel, May 18, 2015, through Sept. 1, 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,” said Doug Dryan, BP’s Driver Rewards loyalty program manager. “BP is answering that challenge by building a competitive, technically advanced rewards program around three distinctive card options that we believe can drive long-term business to BP-branded marketers.” “We’re excited to offer these enhancements to our Driver Rewards program while keeping the transaction fees for our retailers among the lowest in the industry,” Dryan added.
In addition, multi-tender loyalty programs have become popular. A tender-neutral program helps BP achieve higher customer penetration than a program based only a consumer acquiring a BP branded credit card.
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Filed under: Brand Loyalty