REIGNITING A LOYALTY PROGRAMME FOR BP UK

Engaging hard-to-reach employees and changing behaviours.

EMPLOYEE ENGAGEMENT CHALLENGE

bp came to us looking for help engaging employees on their
dealer-owned forecourts to promote the uptake and
repeat use of their customer loyalty app: BPMe Rewards.

bp dealerships have a diverse and largely disconnected
workforce. They are not directly employed by BP, but have
their own brands and infrastructures - including head office
employees, dealers, forecourt employees, operation teams -
all supported by BP Regional Territory managers.

We were tasked with engaging employees for the first time
at more than 800 forecourts across the UK - a disconnected,
passive audience, to bring about behaviour change that would
motivate and inspire them to promote BPme Rewards to customers
in every transaction.

 

THE APPROACH TO BOOSTING ENGAGEMENT

We created ‘The Big BPme Rewards Challenge’. A year-long employee engagement campaign with the goal of increasing engagement and advocacy with the BPme Rewards loyalty scheme within BP dealerships.

The obvious starting place was a period of deep research. Learning from their people firsthand, both senior leaders and customer facing employees, what their challenges were and what they needed to form new habits and succeed. What we learned was that a multi-channel approach was essential to engage and influence this hard-to-reach audience effectively.

We established various new channels and activations tailored to this audience and their working environment, including the creation of a dedicated
Loyalty Hub for all campaign deliverables. This was supported by in-person and virtual training, learning animations, printed activity boxes, habit forming prompts and recognition initiatives and competitions to nudge their behaviours in the right direction.

 

IMPACT OF THE ENGAGEMENT STRATEGY

The campaign achieved significant results both in terms
of employee engagement and an increase in customer
loyalty transactions at the dealership forecourts.

More than 80% of sites increased customer loyalty
transactions in 2024 compared to 2023; reach and engagement with communications tripled in H2 vs H1; and 97% of participants found training very/extremely useful.

Our work with bp also created a new communications
infrastructure that enabled ongoing engagement and
future strategies.