The CRM activity comes in response to growing competition from non-traditional petrol retailers such as Sainsbury's and Tesco. The work aims to address a tendency by drivers to stop at whichever petrol station is nearest by offering a range of money-off deals.
As part of a trial phase starting this month, existing Nectar members will be sent a pack offering them bonus points when they purchase items at BP's Wild Bean Cafe.
Other customers will be sent a pack featuring a range of offers across BP's business, including a free car-wash. It will also offer deals with Nectar's other partners.
BP is using data from its own database and Nectar's to target 200,000 consumers. Once BP has established which offers generate most sales, it will roll out a broader campaign later in the year.
The campaign was devised and implemented by integrated agency LIDA and data specialist The Database Group, both of whom were appointed to BP's business earlier this year.
BP is also investing in a revamp of its retail presence. It has about 1300 forecourt sites across the UK and is keen to boost customer footfall and profitability by improving its product range and merchandising.
Last year, the company recruited Costa Coffee marketing director Chris Sedgwick as customer director to improve its relationship with consumers.
The number of petrol stations closed by oil companies in 2003 rose from 778 in 2002 to 890, according to the Institute of Petroleum, while supermarkets added to their number of petrol stations at a rate of one a week.
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