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Pumping up driver rewards with CRM strategy & analytics

BP wanted to revamp their Driver Rewards loyalty program to increase retention and reactivate lapsed members. Epsilon help them to structure their CRM to understand transaction patterns and segmentation better, and, ultimately, better understand their customers.

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    increase in visits from new members during the first 30 days
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    higher open rates than benchmarks for welcome emails
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    higher click rates than benchmarks for welcome emails

Mapping the road to progress

Epsilon conducted a marketing opportunity assessment to analyze BP’s data and identify insights. We developed a CRM contact strategy and identified who BP’s customers are, how often we should communicate with them, where the best places to reach them were, and what the messaging should be. We also created an email program to stay in constant contact with consumers throughout the lifecycle and based on activity level. Lastly, we used our proprietary tools to gather data to fuel the creative.

Epsilon has brought us expertise in strategy, segmentation and engagement and a disciplined approach in talking to the consumer.

Jon Lee, Brand Communication Manager, BP
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