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 70 countries. BP employs 79,800 people (31 December 2015). The group operates 17 refineries (wholly or partly owned) and has 17,200 service stations worldwide
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
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 program 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
The following implementation concept helped BP to build a competitive advantage on the petrol market and to become one of the most recognizable loyalty programs for customers. The most important benefits, which BP Global gained thanks to cooperation with Comarch are as follows:
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).
Comarch Loyalty Management offers all the tools needed to build a successful loyalty program, created for both individual and business customers.
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. BP also uses DRC services provided by the second Data Center in Warsaw.
We have built a truly trustful relationship with Comarch and I am pleased to see all local BP branches satisfied with this relationship. The work we have done together has fully satisfied our expectations and by this I mean on a global and local level. Comarch’s specialists have huge experience and are always full of innovative ideas on how to make the program even better and more attractive."
Marketing Director at BP Europe