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

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