CHICAGO -- BP is readying a new loyalty program that rewards consumers with cents-per-gallon savings at its gas stations.
The program, BP Driver Rewards, will roll out April 3 at participating gas stations within the company's east-of-the-Rockies footprint.
According to BP, it is the first major oil company to launch a "non-payment" loyalty program that rewards fuel purchases with fuel cents-per-gallon rewards. Instead of requiring consumers to purchase additional convenience store items, BP Driver Rewards gives fuel purchasers rewards for the fuel they regularly purchase.
Consumers can join the program by picking up a brochure with an affixed card at a BP site, or by requesting a card online. For every 20 gallons of BP fuel purchased, and a minimum of two transactions, consumers will earn 5 cents off each gallon (valid up to 20 gallons) on their next purchase. Rewards accumulate automatically, so most drivers can receive a 5 cents-per-gallon reward with every other fuel purchase.
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, the company said.
"We want to reward our loyal consumers with ongoing fuel savings that make BP gasoline with Invigorate an even better value," said Amy Abraham, vice president of marketing at BP. "Our 2012 test market data proved that consumers are thrilled about this new approach to rewards, and with our generous promotional incentives, we're confident that our branded marketers will find it equally as valuable to their businesses."
BP Driver Rewards uses Pump Rewards technology, which allows consumers to earn and redeem cents-per-gallon rewards directly at the pump. The program adds to existing Pump Rewards offers including credit card payment options like the BP Visa and BP Card, and single-use cents-off-per-gallon cards and codes. BP-branded marketers with Pump Rewards-enabled sites will be able to support BP Driver Rewards immediately upon launch.
In addition, BP does not require upfront or monthly program fees and is waiving transaction fees for the 90-day promotional launch period from April 3 through July 2. After the promotional period, marketers are responsible for a 2.5 cents-per-gallon transaction fee each time a card is swiped.
"BP Driver Rewards is the type of loyalty program that consumers want to participate in," said Terry Evans, operations manager at Rushco Food Stores in Salisbury, N.C. "By investing a lot of time in training, our employees felt prepared and excited to tell consumers about the program and encourage registrations. The result was a win-win that helped grow our business."