BP
LITTLE TREATS, MORE OFTEN
CRM / POS
Engaging drivers beyond the forecourt
BP wanted to build a direct relationship and a first party data connection with its customers. So we helped them launch a brand new loyalty programme that gave their customers what they wanted; help on their everyday journeys and rewards that they deserved.
Providing brighter moments in every journey
Our ambition was to shift customer behaviours to more ‘everyday’ rewards; a new ritual, a new experience, an unexpected treat.
We created a CRM platform. ‘Little Treats More Often’, and brought to life throught bite-size emails, vibrant POS and an App refresh that let everyone sign up for and access their new rewards quickly and easily. All pulled together by a comprehensive suite of simple icons that reinforced the membership card and rewards it unlocked.
Results
In just 90 days, we attracted over 2 million members and gained a rich data profile on fuelling and retail behaviour.
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2 million new members
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10 million transactions in the first 90 days
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25.4m points issued
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43% of members made three or more transactions during their onboarding
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2.2x email open rates (compared to benchmark)
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1.7x offer activation rates (compared to benchmark)
Other work
Awards
Bronze
DMAs / Best Customer Journey
Shortlist
DMAs / Utilities & Telecommunications