BP looks to win back customers with double loyalty points offer

BP is attempting to restore its image in the UK with an offer of double Nectar points for customers who use their petrol stations.


The company has teamed up with the loyalty card provider to promote the offer under the banner “fuel you can trust”.

In an e-mail to customers, BP says: “Fill up with BP and get double Nectar points! Remember, here at BP we think our customers deserve more, which is why we’re giving you double Nectar points when you come back and see us again! This exclusive offer is to say ’thank you’ for being a BP customer and is available on BP fuel.”

Next to a picture of a petrol pump with a smiley face, the company pledges: “our quality control means you can get consistently great fuel… reward yourself with quality fuel.”

The move comes as the fallout from the Gulf of Mexico oil spill begins to ease. Underwater robots have successfully removed a leaking cap on BP’s blown-out Gulf of Mexico oil well, the first stage in fitting a tighter cap.

According to BP, the new cap “creates the potential to increase oil and gas containment capacity to greater than 50,000 barrels per day and should improve containment efficiency during hurricane season by allowing shorter disconnect and reconnect times”.

The company said that “there can be no assurance that the sealing cap will be successfully installed or installed within the anticipated timeframe”, given it has never been attempted at this depth before.

BP’s bill so far has been more than $3.1bn (£2bn) – and it has agreed to set up a $20bn (£13.5bn) fund to deal with compensation claims and clean-up costs.

The BP oil crisis and its aftermath – from a brand that had tried to reposition itself as sustainablehas raised the question whether rebrands can ever really work:

  • To read the cover story relating to this: ’Actions speak louder than logos’click here
  • To read Mark Ritson’s response to the cover story click here.
  • To view the Top 10 mistakes marketers make when rebranding – and how to avoid them table, click here.
  • To read Mark Choueke’s opinion on BP’s woes, click here.
  • For three business viewpoints click here.

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