#182: BP Fueling Customer Loyalty Around the World (Short Summary Show)

BP is one of the world’s largest oil companies, operating service stations in nearly every corner of the world. In this short summary episode, I am reflecting on an interview I had with Olivier Martinet, who led BP’s loyalty initiatives for more than a quarter century.

We look back on lessons he learned when rolling out digital marketing campaigns, loyalty programs and mobile integrations in both emerging and mature markets.

Show Notes:

1) Interview Episode #60: BP Discusses Driving Loyalty in Fuel & Convenience Globally

2) Olivier Martinet, former VP Global Retail Consumer Data Analytics and Use Case Governance, Insights & Loyalty, BP

Audio Transcript

#182: BP Fueling Customer Loyalty Around the World (Short Summary Show) (8m)

Welcome to Let’s Talk Loyalty and industry podcast for loyalty marketing professionals. I’m your host, Paula Thomas. And if you work in loyalty marketing, join me every week to learn the latest ideas from loyalty specialists around the world. This show is sponsored by Comarch, a global provider of innovative software products and business services. Comarch’s platform is used by leading brands across all industries to drive their customer loyalty powered by AI and machine learning. Comarch technologies allow you to build, run and manage personalized loyalty programs and product offers.

Paula Thomas

00:00:47

With ease for more information, please visit comarch.com. Hello, and welcome to episode 182 of Let’s Talk Loyalty in this week’s episode, I’m looking back on an interview with Olivier Martinet, who led the development and execution of loyalty programs all over the world for BP for more than a quarter-century. For me, it was a real delight to be able to talk to and learn from such an expert in the industry. BP is otherwise known as British Petroleum, and many of you will know it is one of the world’s biggest companies in the oil industry operating in more than 80 countries in just about every corner of the world, except south America and here in the middle east, Olivier has overseen the development of digital loyalty programs in many diverse markets.

Paula Thomas

00:01:52

So my first question was whether the simplicity of a single program was the way that BP approached its global loyalty. Instead, Olivier explained BP has chosen a non-standardized approach and focuses on implementing what is most relevant to customers in each specific area. So they have complete flexibility in terms of partnerships, the scope of the program, and also through awards and redemption processes. He really says that success to him is the ability to be different in every market. And of course, ensure that the cost and complexity of each program is balanced for the customer and for the business.

Paula Thomas

00:02:41

Now, because of my work at the time with loyalty programs and convenience retail, I was particularly curious to learn about BP me a program, which was launched in the UK and the us in January of 2020. And now it’s the digital platform for fuel payment and through the rewards program. BPme rewards is a points-based rewards program that allows customers to earn points for fuel. And of course, in-store purchases and then apply those points towards future discounts in-store and towards many partner products. We both agreed that the timing of all of the new functionality was incredibly fortunate in early 2020, and the arrival of this important new payment functionality directly on the customer’s phone came for customers at a time.

Paula Thomas

00:03:38

They needed it more than ever before. When we spoke, Olivier was in the exploration stages of discussing a partnership with Qantas Airlines in Australia, designed to reward customers there with airline miles. Now, at the time, it was quite unusual for a fuel retail company. So I was delighted to hear the details of the program. Now I see that BP me is awarding miles with British Airways in the UK. And I’ve no doubt. This is an increasingly successful model for BP in other markets as well.

Paula Thomas

00:04:19

I concluded our interview by asking Alivia his opinion on innovative ideas or trends that the industry should explore. He stressed that loyalty programs have to get beyond the points in a digital multi-channel environment. In particular, he mentioned that subscriptions are an important evolving development for us all to keep an eye on. And of course, we can’t lose sight of the fact that a quick and convenient experience for customers will always remain extremely important. Finally, he mentioned building an emotional connection with customers was more important than ever.

Paula Thomas

00:05:02

And as you all know that something we talk about regularly here on the show in closing, I want to say it really was a real privilege to have the chance to interview Olivier just as he was coming to the end of his 26-year career with BP and starting to look forward to his retirement. So as we closed, I asked one final question on what would be his one big lesson he would want to share with us as the audience. Again, he emphasized having a one size fits all solution for a massive global company like BP will never work.

Paula Thomas

00:05:43

And that customer focused brands must connect with local markets and refine their programs and customize if we want to connect and succeed. So that’s it for my short summary a quick, if you want to listen to the full interview with Olivier Martinet, it’s episode 60 on LetsTalkLoyalty.com. Lastly, I invite you to join me again on Thursday. When I’m talking with Andras Szocs off the Salling Group, a company with retail businesses in restaurants, grocery coffee shops, and discount stores throughout Denmark and together we discuss important strategic objectives and the powerful tools they have found to delight customers all across the country.

Paula Thomas

00:06:33

This show is sponsored by The Wise Marketer, the world’s most popular source of loyalty marketing use insights and research. The Wise Marketer also offers loyalty marketing training through its Loyalty Academy, which has already certified over 245 executives in 27 countries are certified loyalty marketing professionals for more information, check out the TheWiseMarketer.com and Loyaltyacademy.org.

Paula Thomas

00:07:14

Thank you so much for listening to this episode of Let’s Talk Loyalty. If you’d like us to send you the latest shows each week, simply sign up for the Let’s Talk Loyalty newsletter on Let’s Talk Loyalty.com. We’ll send our best episodes straight to your inbox. And don’t forget that you can follow Let’s Talk Loyalty on any of your favorite podcast platforms. And of course we’d love for you to share your feedback and reviews. Thanks again for supporting the show.

Publisher’s Note:

This transcript was generated with the help of AI and podcast publishing tools such as Apple Podcast’s transcription service.

In the interests of efficiency and minimising our costs as a small business, it has not been checked by a human.

If you have any comments or concerns about the accuracy of this content, please do contact us for changes or corrections.

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