BP plans to join Safeway ABC card loyalty scheme

British Petroleum hopes to introduce the Safeway ABC loyalty card to 2,000 BP and Mobil stations.

The news follows the announcement that the petrol giant is entering a joint venture with the supermarket chain to launch 100 “superstations”.

BP and Mobil’s marketing divisions merged last month. BP’s head of retail Jorge Tavares took the top consumer marketing position and Mobil Europe’s head of retail Mike Gore became retail implementation manager, reporting to Tavares (MW August 9).

The moves come after the merger was given the green light by the European Commission in July. The combined operation embraces 2,000 sites. BP currently runs an Entertainment Voucher scheme and Mobil is a member of Argos Premier Points.

The BP/Mobil joint venture involves all Mobil sites being rebranded with the BP livery, carrying the Mobil logo for lubricants and the joint venture logo.

If the plan goes ahead, it will be the first time Safeway has linked with other retailers.

At present the Safeway ABC loyalty cards are likely to be used at the new 2,000 sq ft “superstations”. BP petrol stations will continue to issue BP Entertainment vouchers. It is understood that the Safeway ABC card will be extended to the BP petrol stations.

Although a Safeway spokeswoman says no final decision has been made over whether the scheme will be available at BP stations.

A BP spokesman says that BP and Mobil are locked in discussions about which kind of loyalty offer would be best. “Nothing has been decided yet,” he says.

Cover Story, page 42

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here