Loyalty goals

BP is one of the three largest full-service energy companies in the world. In addition to its traditional business segments such as energy and petro-chemistry, BP Netherlands runs around 380 BP service stations across the country; a market share of around 15% of the Dutch fuel market.
The FreeBees loyalty programme was launched in 1997, and Nebus Loyalty was asked to implement and manage an electronic card-based system, and operating a Customer Helpdesk.

Strategy

For BP, Nebus Loyalty manages the FreeBees programme; the ‘best and fastest savings programme in the Netherlands’.
Customers can collect FreeBees at BP petrol stations and Sixt rent a car, and can redeem the points at Kijkshop, Free Record Shop and theWeekend Company. Every time a customer adds FreeBees, they see their balance expressed not just as FreeBees, but also as Euros – perfect if they wish to pick a gift which has a higher value than their current FreeBees balance: They can simply pay the difference!
All aspects of the state-of-the-art card management is managed by Nebus Loyalty: List management to collect valuable marketing information, the Customer Contact Centre deals with any customer enquiries; and fulfilment handles the distribution of FreeBees cards and any correspondence.

Results

In addition to selling fuel and automotive products, BP service stations are more and more focused on sales of groceries and convenience-products. For BP, the challenge is to encourage and develop consumer loyalty in this extremely competitive marketplace.
The FreeBees loyalty programme has been active for twelve years, but is still growing every year, both in terms of number of points redeemed, and new cardholders.