Comarch Loyalty Management for BP GLOBAL

BP p.l.c. is one of the world’s leading international oil and gas companies, providing its customers with fuel for transportation, energy for heat and light, retail services and petrochemical products for everyday use.

The BP group operates across 6 continents, and its products and services are available in more than 80 countries. The group has 22,100 service stations worldwide. The company owns 6 key brands: BP, ARAL, ARCO, Castrol, ampm and Wild Bean Café.

Implemented solutions

Comarch Loyalty Management

Comarch Loyalty Management offers all the tools needed to build a successful loyalty program, created for both individual and business customers.

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Comarch Loyalty Management for BP GLOBAL

The Solution

 

The system provided by Comarch met all of BP’s needs and requirements. Comarch delivered a different scope of functionalities for each BP country while maintaining the corporate standards, requirements and legal aspects of the local market at the same time. Additionally, each country implemented a unique loyalty program with individual operation models and separate loyalty programs creating independent promotions, redemption rules and marketing messages. The system modules implemented at BP included:

 

  • Business Administration
  • Contact Center
  • Logistic Module
  • Business to Business Application and
  • On-site Application (specifically developed only for the project at BP)
  • A unique aspect of the project for BP is that it runs on a single IT platform which serves all their European programs. The system is hosted in the Comarch Data Center located in Krakow headquarters.

 

Comarch not only provided a software solution but a wide range of professional services: consulting, development, customization, maintenance, account management and promotion creation services.

 

Comarch provided integration with the POS system, 3rd party master loyalty systems, CRM, ERP systems, external analytical tool, SMS gateway, e-mail server and letter shop.

Business challenges

 

BP was one of the first to decide to run a loyalty program on such a scale, and after almost a year long tendering process Comarch was chosen as the IT platform provider (among 20 other vendors). The main goal was very simple – a single global IT platform for all countries.

 

The main goal of the CLM system developed by Comarch for BP Global is to increase the attractiveness of the offer directed to BP customers and to help strengthen customer loyalty, and also:

 

  • keep the current customer base
  • increase sales to current BP customers
  • gain new customers (and to respectively increase sales)
  • increase company prestige by building individual relationships with customers
  • increase company market share by using modern marketing methods
  • increase sales of non-petrol products
  • decrease marketing costs
  • improve time-to-market

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