The fuel business is one of the most competitive markets. 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. Comarch’s co-operation with BP began in 2002, when an agreement was signed for supplying BP Poland with a loyalty solution. As a result of the success of this project, in 2005, Comarch signed a global agreement with BP and from that moment implemented the Comarch Loyalty Management (CLM) solution in Germany, France, Spain, Portugal, the United Kingdom, Austria and the Netherlands.
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
The Comarch Loyalty Management system is an advanced combination of business applications, allowing BP to construct a wide range of comprehensive and unique loyalty programs. The solution supports the management of BP programs, which operate in different models: multi-partner as well stand-alone. The system is integrated with one of the largest multi-partner loyalty programs known as “Payback”, which is present in Poland and Germany and “Nectar” in the United Kingdom.
Comarch’s system interfaces with primary systems enabling customers to freely exchange points, after their conversion, for rewards available in the Payback and Nectar catalogue. Customer identification in the programs is based on the loyalty program’s magnetic cards as well as co-branded cards and key fobs. Loyalty points are issued to a user’s account based on the amount of fuel purchased and the value of the products and services offered by BP as well as specific events such as: a customer’s birthday, exceeding a defined expenditure level, frequency of visits and many others. Program members can exchange collected points for a wide range of rewards which are available in the reward catalogue, or they can redeem their points as vouchers or discounts.
Redemption of points for rewards is possible at service stations, via SMS, a dedicated B2C website or by calling the call center. All necessary information regarding loyalty points acquired in a transaction are printed on a receipt together with the account’s balance.