Epsilon analysis, CRM strategy and
creative insights pump up BP’s
Driver Rewards Programme

CRM STRATEGY TO IMPROVE ENGAGEMENT FOR BP'S DRIVER REWARDS PROGRAMME

Looking to increase customer retention and re-engage lapsed members, BP wanted to revamp its Driver Rewards loyalty programme. The services required were strategic consulting, advanced analytics, database development, creative services and email campaign development.

After assessing BP’s vision for the loyalty programme, we started by developing a CRM strategy, complete with an email campaign to retain engagement throughout the customer life cycle.

The revitalised Driver Rewards programme was an immediate success, drawing fantastic figures from the start. During the first 30 days of the new programme, the frequency of new member visits increased by 48%.

Overall engagement increased from an average of 3 to 4 visits per month amongst active members. The successful email campaign achieved 2.4x higher open rates and 5x more click rates within welcome emails.