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.

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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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Business challenges

 

BP wanted to run a loyalty programme on a large 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, as well as:

 

  • Keeping the current customer base
  • Increasing sales to current BP customers
  • Gaining new customers (and therefore 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 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 BP's corporate standards, requirements and legal aspects of the local markets. Additionally, each country implemented a unique loyalty programme with individual operation models and separate loyalty programmes creating independent promotions, redemption rules and marketing messages. The system modules implemented at BP included:

 

  • Business Administration
  • Contact Centre
  • Logistic Module
  • Business to Business Application
  • On-site Application (specifically developed for this project for BP)
  • A unique aspect; the solution runs on a single IT platform which serves all of BP's European programs. The system is hosted in the Comarch Data Centre located at our Krakow headquarters.

 

Comarch not only provided a software solution, but a wide range of professional services: consulting, development, customisation, 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.

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