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bp’s new Earnify app replaces the BPme Rewards program and offers customers enhanced features that allow them to use points on both fuel and in-store purchases.
BP’s Travel Centers of America locations on highways increase the number of cases and needs customers want to meet, said Greg Franks, BP’s senior vice president of mobility and convenience for the Americas. Ta. Eventually, the program plans to offer chain-specific deals to customers.
“The needs of a professional truck driver who comes to TA will be different than the needs of a family who goes to Thornton’s home. They may want truck service, showers, meals, etc., but they may want truck service, showers, meals, etc. Families may want frozen drinks,” Franks said. Things like pizza slices and private label products. ”
He said this gives BP the flexibility to meet consumers where they are and show it understands their needs.
“It is very important to us that consumers are able to participate in one ecosystem and interact with all of BP’s products and services in one seamless way,” said Franks. Masu. “We have the ability to provide convenience, travel centers, EV charging, refueling, high quality premium fuel… energy vectors and a variety of products that we believe will provide a differentiated experience. can be provided.”
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Blood pressure is No.7 above CSP 2024 Top 202 Ranking of total number of directly managed stores of US convenience store chains.
“The app has been revamped and is much smoother,” said Mukta Tandon, BP’s vice president of U.S. mobility marketing, marketing and convenience Americas. “It now takes less than 20 seconds to sign up for the app.”
Earnify users can earn points for every dollar spent on both fuel and in-store merchandise at bp and Amoco stores.
“We are giving them more ownership and allowing them to earn loyalty rewards. [they want]” Tandon said.
Users earn 1 point per dollar spent on fuel purchases, 2 points per dollar spent on other in-store items, and always receive a 5 cents per gallon (CPG) discount on fuel purchases. Points can be redeemed for a variety of benefits, including additional fuel savings, in-store purchases, and special promotional offers.
The app was developed in-house and is currently available at most bp and Amoco sites, including TravelCenters of America, Petro, and TA Express sites with bp or Amoco forecourts. The company says it will be available at select APM sites in 2024 and across the Thorntons network in 2025.
Tandon said the app is currently available in most of BP’s eastern markets and will be available in some of its western markets by the end of October.
“We found that stores that have already migrated to the Earnify world already see 1.7 times more consumer acceptance of the new app compared to stores that are still using the old app,” Tandon said. Masu. “There is certainly a consumer desire for more flexibility, more updated, and more savvy apps.”
BP also plans to add stacking capabilities and, with more data, personalization will play a role in offers to customers, she said.
“Once you start understanding how your customers spend their money, you can work with your vendors to ensure you are providing the right kinds of offers that are personalized and customized,” Tandon said.
The app will also soon feature a digital wallet, pre-order functionality, and marketing and analytics features. In the future, BP also aims to tie loyalty to EV charging stations so that customers can also take advantage of offers when charging, he said.
“We know that in the future, the next generation will communicate and transact digitally. We also know that we cannot provide services if their voices are not heard. “This is really an effort for us to dial in and connect,” Franks said. “We think it will surprise and delight consumers in a differentiated way.”
BP said it is offering an exclusive introductory offer to celebrate the release of the earnify app. For the first 90 days, users will earn 2x points on every transaction, giving them a head start on earning rewards. Additionally, new users will receive 250 welcome points after registering with the app.
Globally, BP aims to increase its customer touchpoints from 12 million to more than 15 million per day by 2025 and double its convenience gross margin by 2030, the company said. .
BP, a global energy company headquartered in Chicago, owns the ampm, Thorntons, and TravelCenters of America convenience store brands in the United States.
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