Houston-based BP’s plan to refresh its loyalty and mobile app comes more than four years after the company debuted the BPme platform at BP and Amoco retail stores around the U.S. 

At the time of the launch, the BPme mobile app’s most notable feature was that it gave consumers the ability to complete their fuel transactions directly through their phones. It also combined all fuel rewards into a single place where loyalty members could receive savings as well as track rewards and automatically apply them to purchases.

The BPme rewards program replaced the company’s previous BP Driver Rewards offering. 

Besides revamping the platform, BP also revealed plans this week to launch a new cloud-based point-of-sale system and tech support model, as well as a multi-channel fuels campaign. 

BP’s spokesperson did not respond to requests for more details about its latest loyalty and mobile app refresh. In the announcement, the company said its rewards refresh will feature “enhanced consumer loyalty offerings.”

It also said it will continue growing its BP Pulse electric vehicle charging program at BP and Amoco gas stations across the U.S, and will be partnering with fuelService, an app-based program that helps drivers with disabilities find stations that will offer assistance with a fuel-up and alert those stations when they arrive.

"Consumers are changing faster than ever and we're investing together in our people, products, and offers to continue giving them what they want, when they want it, and how they want it,” Greg Franks, BP’s senior vice president of mobility and convenience for the Americas, said during the conference.

London-based BP owns a variety of convenience retailing brands across the U.S. Besides its own branded stores, it owns Thorntons fuel station arm, Amoco, Ampm and TravelCenters of America. 

By Brett Dworski on March 6, 2024
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