the customer shows that BP has more to offer than gasoline. but building a long-term relationship with the customer — that is BP’s objective.

Clear. BP wants to have a lifelong relationship with the customer. That is why even-driven marketing was selected with the assistance of the FreeBees loyalty program. In other words: Immediately responding to changes in the customer’s circumstances. And to changes in his or her transaction information.

point-of-sale printer

But, of course, it all begins with welcoming the car owner and stating what BP has to offer. This is done by offering the customer a FreeBees pass (BP’s customer card), through which BP obtains insight into personal information. And this allows them to make targeted offers. For example, with the help of a point-of-sale printer: As soon as a car owner who has never bought anything else at BP uses his or her FreeBees pass, the printer adds a coupon to the receipt. The coupon contains a nice offer, such as extra FreeBees for a car wash or a sandwich.

proactive and reactive

The next challenge: Ensuring that the customer does not leave BP. m—wise manages all the information for BP and thus knows exactly who leaves. This is the perfect moment for a personal offer. But it is better not to let it get this far. This is why BP regularly sends its FreeBees customers a little token of attention, sends out birthday cards and alerts customers who move to the BP stations in their new neighborhood.

the customer's rhythm

You have to go along with the customer’s rhythm. But you also have to be a good listener. For example, by means of an online survey, participation in which is rewarded with extra FreeBees — yet another reason to go to BP. Finally, it is important to respond to local events, such as the closing of a gas station. In order to prevent BP losing its customers once and for all. Because everything revolves around winning over and retaining customers.