Even as bp quickly grows its convenience business across the US, it’s remaining customer-obsessed by testing seamless digital products to meet their needs. One of those products is bp’s earnify app, which enhances, expands and replaces the BPme Rewards program.
But bp’s earnify is more than just an update, it’s a critical component of the business’s long-term vision. The new app is currently being rolled out, reaching more than 7,000 bp, Amoco and TravelCenters of America locations so far.
Here’s how it works
earnify™ is an app that aims to allow customers to use their digital device to interact with all of bp’s products and services in one place. Much of the US now communicates digitally – think how often you use your smartphone or tablet each day – and bp is leveraging that through earnify to create the most modern and streamlined customer experience possible.
Greg Franks, senior vice president, mobility & convenience, Americas says “We are making it less about the four walls of a convenience store and more about the entire customer experience.”
A truck driver could visit a TravelCenters of America location in Louisiana or Ohio, fuel his or her truck, and pay for the fuel through the app. A family could stop by to charge their EV at a bp station, and use earnify to purchase a drink while the car charges, or a customer could use earnify to pay for a Castrol oil change.
In addition to an easier shopping experience, each of these interactions turns into rewards points, perks and more.
earnify is an app that aims to allow customers to use their digital device to interact with all of bp’s products and services in one place.
Over time, bp expects millions of customers to join the earnify ecosystem and experience the digital product. As it scales, the company is working to develop new services on the app – including a digital wallet and order-ahead capability along with marketing and analytics.
Convenience is one of bp’s five transition growth engines. bp now has more than 8,000 retail sites across 46 states – including the Amoco, ampm, Thorntons, and TravelCenters of America brands. Those locations serve roughly 3 million customers daily, and account for 38% of bp’s global customer interactions each day.
In many ways, the growth of bp’s convenience business reflects how the company is investing in America: each location generates dozens of jobs and economic opportunities for their communities.
bp is confident that its convenience business will continue to grow. The earnifyap p is potentially a major step toward this goal.
Full story
Share this:
