BP launches new digital marketing platform

BP launches marketing platform

BP has today launched a new digital marketing platform for its forecourt stores called ‘Today’s offers’, created in partnership with Rockpool Digital.

The service uses a digital platform to deliver exclusive internet only deals to supplement the in store offers and promotions, with consumers able to discover relevant offers either by a shop’s location, or by offer category – Thirsty, Hungry, Entertain Me and My Car. They can then print out the offer codes, email or text them to use later or view and present them on their phone in-store.

David Pitron, BP’s UK trading director, said: “The UK convenience market is changing rapidly and so are the expectations and habits of our customers. We want to make life easier for our customers and to offer them great value and even more compelling reasons to visit our stores. The digital platform we have created with our partners at Rockpool provides our customers with a great new way to save money.”

Peter Gandy, chief commercial officer at Rockpool, said: “Today, consumers expect to get the information they want wherever they are, so it is essential for retailers to use digital channels to engage with customers, on their terms.

“This platform will collate data across two analysis streams: firstly insight on preferred communications and redemption channels by customer segment, and secondly associated basket revenues and cost of acquisition for each channel. This insight will form the foundation for the two-way customer dialogue going forward.”

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