creative insights pump up BP's
Driver Rewards Programme
Seeking to improve customer retention and reactivate lapsed members, BP wanted to revamp their Driver Rewards loyalty programme. They needed structured CRM to understand transaction patterns and segmentation better—and, ultimately, better understand their customers.
Epsilon conducted a marketing opportunity assessment to analyse BP’s data to identify insights, and then developed a CRM contact strategy. And we created an email programme that keeps BP in touch with customers throughout the full lifecycle.
The revitalized Driver Rewards programme was an immediate success, driving great numbers from the start. Within the first 30 days, new members increased the frequency of their visits by 48%.
Overall, engagement increased from 3.7 to 4.1 visits per month among active members. Segmented offers drove a 1.2% rate of reactivation of unengaged, lapsed members. And programme emails have outperformed Epsilon benchmarks, including 2.4X higher open rates and 5X higher click rates for welcome emails.
— Jon Lee, Brand Communication Manager, BP