BP realised it was time they gave their Driver Rewards loyalty program a little fuel. They needed a way to increase retention and reactivate lapsed members. Epsilon Loyalty helped them better understand their customer base.
Epsilon helped BP structure their CRM to better understand transaction patterns and segmentation; allowing BP to stay in constant contact with consumers throughout their lifecycle based on activity level.
Data
Mapping our route, we conducted a marketing opportunity assessment to analyse BP’s data and identify insights. Using proprietary Epsilon tools, we gathered data to fuel the BP creative.
Loyalty
Navigating customers better than GPS. We developed a CRM contact strategy and identified BP customers, how often BP should communicate with them, the best places to reach them and what the messaging should be.
Epsilon has brought us expertise in strategy, segmentation and engagement and a disciplined approach in talking to the consumer."Brand Communication Manager, BP