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CHICAGO -- BP's new fuel loyalty program has arrived on the scene right on schedule.
BP Products North America Inc. launched BP Driver Rewards, which allows consumers with a loyalty card to save at the pump. Rewards can be earned and redeemed directly at the fueling station without requiring additional purchases from other retailers, according to the Chicago-based company.
CSNews Online reported in February that BP was readying the discount fuel program for an April 3 debut. At the time, BP said the program would be available at gas stations within its east-of-the-Rockies footprint.
Last year, BP tested BP Driver Rewards -- then called BP Pump Rewards -- at 325 gas stations in the Charlotte and Milwaukee markets. Results from the pilot tests showed that on average, BP Driver Rewards cardholders visited BP sites more often and purchased more fuel.
"BP has long offered valuable credit card rewards programs with the BP Visa. Today we're eager to complement our credit card offer with our first major non-payment loyalty program -- BP Driver Rewards," said Amy Abraham, BP's vice president of marketing. "This first-of-its-kind BP loyalty program provides all drivers with a compelling new way to save on the quality gasoline they know and trust to care for their vehicles."
The BP Driver Rewards program allows BP customers to earn 5 cents off per gallon for every 20 gallons purchased over at least two fill-ups. Rewards accumulate automatically and may be redeemed as soon as one hour after being earned -- without the wait for monthly statements.
According to the company, cents-per-gallon rewards are continually stacked as they're earned, allowing customers to earn larger rewards, subject to their expiration. Reward redemption occurs directly at the pump at participating BP stations. Customers may swipe their BP Driver Rewards card and subsequently be prompted with the option to apply available cents-per-gallon rewards toward their fuel purchase. Program rewards may be redeemed toward a single fill up (up to 20 gallons), for a period of 90 days following the month in which they were earned.
Consumers may join the BP Driver Rewards loyalty program by picking up a brochure with an affixed loyalty card at participating BP sites and registering it online at bpdriverrewards.com. Consumers may also register online and request to have a card sent to them by mail. Program enrollment is free and requires no credit approval to participate.
As an introductory offer, new program registrants will receive a reward of 10 cents off per gallon, which is available instantly and may be used toward a future fill up (up to 20 gallons) subject to expiration, BP added.