BP Pumps Up Rewards Program in Select Markets

CHICAGO -- BP Products North America Inc. is expanding its commitment to building customer loyalty through its Pump Rewards program. Months after launching BP Visa with Pump Rewards, the company announced several pilot programs launching this fall in select markets.

The new, non-payment NP Rewards Card launched on Aug. 20 and allows more than 250 BP gas stations in the Milwaukee and Charlotte, N.C., markets the chance to earn cents off per gallon by purchasing BP gasoline with Invigorate. Consumers can enroll in the loyalty program through a simple registration process that does not require credit approval, said the company.

Another fuel discount rewards program launched Sept. 1 at more than 50 Kmart locations in Iowa and Minnesota. Operating with the new Pump Rewards technology at participating BP locations, the program allows customers to earn a 10-cents-per-gallon discount for every $50 spent on Kmart grocery and pharmacy purchases.

BP-branded marketers will be reimbursed for each transaction, net the 10-cent transaction fee per redemption, which is the lowest redemption fee of the oil majors outside of the BP Visa, the company stated.

Finally, BP is the first major oil company to team up with Visa and test the Visa Offers beta platform, which allows customers to instant cents-per-gallon rewards while they are already out and about using their enrolled Visa account, according to the announcement. Participating customers will receive cents-per-gallon rewards via SMS texts that can be redeemed at BP stations with Pump Rewards technology. This offer will run from Sept. 15 through December 31, 2012.

"These loyalty initiatives will leverage the Pump Rewards technology platform, benefitting our branded marketers, and their consumers," said Amy Abraham, vice president of marketing for BP.