BP plans ‘pump rewards’ in US
Date set for widely-anticipated customer service push
BP is making a huge investment in its US retail operation centring around upgrading its customer service and rewards programme.
BP Products North America will make a US$500m investment to try and reclaim the number one position among US fuel retailers.
The company, whose reputation in the US was badly damaged by the 2010 Gulf of Mexico oil spill, will launch its new Pump Rewards payment technology on March 1. The technology will enable customers to instantly redeem cents-per-gallon rebates by reducing the price that appears on the gas pump.
BP is promoting the launch with a range of offers including giving out one-time rebate numeric codes that can be entered directly at the pump. Retailers will also be offered third-party direct and bulk promotional cards that customers can personalize for their own site offers.
BP says it will conduct a multi-million dollar marketing campaign to support the launch of pump rewards and will give extensive training to gas station employees about the programme.
The fuel retailer’s existing BP Visa card will be relaunched as BP Visa with Pump Rewards from March 3. It will offer US$0.15 per gallon rebates for every US$100 the cardholder spends at BP stations.
The card will also offer US$0.05 per gallon rebates for every US$100 the cardholder spends at any other non-BP retail outlets (apart from fuel retailing rivals).