BP UK has appointed Claydon Heeley International to develop its estimated 7m loyalty programme, which has been criticised because of its failure to capture data.
Claydon Heeley will devise strategy for the BP Premier Card scheme, which has come under review following BP’s joint venture with Mobil (the scheme was originally launched by Mobil and Argos). It includes tie-ups with Argos Premier Points and Somerfield.
It is understood that BP is looking for ways to target customers more precisely using the Premier Card scheme.
BP’s contract with Argos Business Solutions, the part of Argos set up to run the Premier Points scheme, has a year left to run. BP local promotions manager Richard Horncastle says: “It will be reviewed in the same way that all parts of the loyalty programme will be reviewed.”
Triangle Communications, which has worked for BP for a year, will handle below-the-line activity for BP’s retail outlets. BP is testing forecourt shops with joint Safeway branding.
The two agencies pitched against Interfocus, Ad Finitum, Purchasepoint and Positive Thinking.
BP is gearing up for a battle with Shell UK, which has recently appointed Tequila Option One to manage the national roll-out of its Shell Smart programme. The consortium includes John Menzies, Commercial Union, Victoria Wine and UCI Cinemas.
Claydon Heeley has also won the WH Smith travel retail account. The agency will work on all aspects of the marketing programme for outlets at airports and railway stations.