Case Study
Epsilon analysis, CRM strategy and
creative insights pump up BP's
Driver Rewards Program

Project

Loyalty program

Services

Strategic consulting

Advanced analytics

Database development

Creative services

Email program

Industry

Energy

THE STORY

Seeking to improve customer retention and reactivate lapsed members, BP wanted to revamp their Driver Rewards loyalty program. They needed structured CRM to understand transaction patterns and segmentation better—and, ultimately, better understand their customers.

THE SOLUTION

Epsilon conducted a marketing opportunity assessment to analyze BP’s data to identify insights, and then developed a CRM contact strategy. And we created an email program that keeps BP in touch with customers throughout the full lifecycle.

The Results

The revitalized Driver Rewards program was an immediate success, driving great numbers from the start. Within the first 30 days, new members increased the frequency of their visits by 48%. 

Overall, engagement increased from 3.7 to 4.1 visits per month among active members. Segmented offers drove a 1.2% rate of reactivation of unengaged, lapsed members. And program emails have outperformed Epsilon benchmarks, including 2.4X higher open rates and 5X higher click rates for welcome emails.

48%

increase in visits
Active new members increased
the frequency of their visits over the
first 30 days by 48%.


“Epsilon brought us expertise in engagement, expertise in talking to the consumer, a disciplined approach.”

— Jon Lee, Brand Communication Manager, BP

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