BP Club Card Programme managed by Ketchup Loyalty Marketing Agency for BP Turkey, has returned from the 2013 Loyalty Awards with the “Best Loyalty Programme of the Year – Retail (non-food)” award. The prestigious award was collected by Ketchup Loyalty Marketing Agency’s General Director Ms. Zerrin Hatiboğlu and Mrs. Simge Ergun Camgözoğlu BP Turkey Fuel Offer Manager
The Loyalty Awards celebrate excellence, innovation and best practice in the loyalty industry across Europe, the Middle East and Africa. Created by Loyalty Magazine, the Awards have responded to a desire in the loyalty business to celebrate the achievements of those companies and organisations excelling and achieving the extraordinary.
In 2003, one of the world's first mobile airtime marketing campaign created by Ketchup Loyalty Agency was launched in Turkey to communicate to BP’s customers. The campaign results were extremely successful and led the way for the launch of BP Diesel Card & BP LPG Card Programmes.
BP Club Card Loyalty Programme, is a comprehensive and scalable solution. It provides a customizable reward programme model, where it’s possible to compute reward points, based on flexible criteria and define redemptions based on rules. It computes reward points at pre-defined intervals, extracts sales and other relevant data from transaction, CRM, and financial accounting systems.
After taking into account the preferences of the target market, Ketchup designed a point-based loyalty programme to attract more customers and reward them with non-fuel awards, ranging from branded merchandise to luxury vacation packages. Since then, the card has become one of the most successful loyalty programmes in Turkey.
Due to EMRA’s (the Republic of Turkey Energy Market Regulatory Authority) decision prohibiting all non-fuel promotions, the BP Club Card Loyalty Programme was redesigned to provide immediate and on-going fuel price reductions rather than non-fuel rewards. BP and Ketchup have used the data created by the BP Club Card transactions effectively by applying the latest technologies to track member behaviour and preferences. Micro campaigns targeting loyal customers in small districts or highly visited stations are the best examples of the redesigned platform.
Furthermore, BP Club continued its partnership with other brands in line with EMRA regulations and has launched successful campaigns with external brands to acquire new Club Card members and offer new benefits to the Club members.
BP Club Card Programme is active in 570 BP stations all around Turkey, targeting more than 1.800.000 enrolled BP Club customers. 25 Partner Campaigns have been created with 10 partners for 700.000 active card holders.