bp Rewards just turned one.
From day one our focus was simple: design a loyalty programme that drives measurable customer value and delivers meaningful results for bp.
In 12 months the program grew from zero to one million members.
Our winning process:
Mapped customer insights utilising existing data
Built the programme mechanics
Integrated across digital and physical touchpoints
We built the programme mechanics, created a seamless join process, and designed rewards that resonate with South Africans, and the results are clear.
The results:
1 million members signed up
Members are filling up more often
Members are spending more with bp
Members are showing stronger brand preference
Higher sales contribution from loyalty members
Loyalty in motion:
Through onboarding campaigns, targeted communication, smart partnerships, data-driven segmentation, and continuous optimisation based on behaviour, bp achieved its goals.
What this means for bp:
Expand reward categories, introduce gamified earning, explore fuel plus retail bundle offers, deepen member personalisation, scale across more bp touchpoints.
Loyalty might look complicated, just data on a screen. But when you understand it, it drives customer behaviour. And customer behaviour drives profit.
To celebrate it’s first anniversary, bp surprised us with a high-speed racetrack experience alongside professional drivers, reaching 160 km/h. It was an unforgettable ending, but the real highlight was bringing bp’s partners together to reflect on the first year of bp Rewards.
What a fun experience.
