CHICAGO – Yesterday, BP unveiled a number of improvements to its Driver Rewards loyalty program and credit card processing technology designed to help BP-branded marketers meet consumers’ evolving payment and card security needs at the pump. The company’s new site technology platform will continue to help branded marketers run their business securely and efficiently. The platform aims to save time and money through greater connectivity options, improved reliability and easier maintenance that shortens downtime at the site.
“We’re confident this new technology will provide customers with a more sophisticated and personalized experience,” said Helen Fitzpatrick, marketing director of product and offer development at BP. “This technology also gives us the opportunity to further improve our capabilities for customers now and in the future as the demand for flexible payments, security and technology upgrades continue to grow.”
Additionally, the platform is designed to provide BP-branded marketers with the ability to process new payment options such as EMV cards, and in the future, the platform will allow BP-branded marketers to accept mobile payment options and more effectively implement loyalty programs.
The site technology platform enhances four components of BP’s existing technology infrastructure: Electronic Payment Server (EPS), forecourt controller (FCC), point-of-sale system (POS), PIN pads and network. BP-branded marketers will have flexibility in their POS, network and vendor choices. BP-branded marketers can request these upgrades, which include incentives meant to reduce the overall cost of implementation for qualifying BP-branded marketers, starting April 15.
The company also announced enhancements to its free Driver Rewards program that are set to launch May 18. Customers who participate in one of the three programs – BP Driver Rewards, BP Card with Driver Rewards and BP Co-Branded Card with Driver Rewards – can look forward to enhanced rewards, new program promotional offers and more ways to earn. The improvements will be introduced as new BP credit card partner, Synchrony Financial, comes aboard this year.
The improved BP Driver Rewards will be launched with a digital marketing campaign aimed at generating awareness and acquiring new customers to the program. BP is also planning multi-channel advertising support, events at retail sites and promotions throughout the year.