Epsilon analysis, CRM strategy and creative insights pump up BP’s Driver Rewards program
Seeking to improve customer retention and reactivate lapsed members, BP wanted to revamp its Driver Rewards loyalty program. They needed structured CRM to better understand transaction patterns and segmentation — and, ultimately, their customers.
Epsilon conducted a marketing opportunity assessment to analyze BP’s data and identify insights, and developed a CRM contact strategy. And we created an email program that keeps BP in touch with customers throughout the full lifecycle.
The revitalized Driver Rewards program was an immediate success, driving great numbers from the start. Within the first 30 days, new members increased the frequency of their visits by 48%.
Overall, engagement increased from 3.7 to 4.1 visits per month among active members. Segmented offers drove a 1.2% rate of reactivation of unengaged, lapsed members. And program emails have outperformed Epsilon benchmarks, including 2.4X higher open rates and 5X higher click rates for welcome emails.
“Epsilon brought us expertise in engagement, expertise in talking to the consumer, a disciplined approach.”