The decision marks the first time BP has targeted its customers directly.
LIDA will use data on customer habits gained from BP's involvement in the Nectar loyalty scheme to devise a direct marketing campaign to increase sales of BP's premium Ultimate Fuels brand.
The campaign will also be used to attract more customers to the company's Wild Bean Cafes and increase sales of convenience goods in BP Connect stores. It forms part of BP's plan to transform itself into a convenience store group and take on rivals such as Shell and Esso.
LIDA will develop an idea that will be tested with small groups of customers before being launched to the entire customer database later this year. It will target customers with promotional offers such as money-off vouchers.
BP Retail UK loyalty and alliances manager Guliz Hancock said that CRM would be a major focus for BP this year. "We want to demonstrate that investing in sophisticated marketing activity that uses customer data and insights from Nectar will help us boost our business and result in improved sales."
BP is investing millions of pounds in revamping its retail presence. It has about 1,400 forecourt sites across the UK and is keen to increase customer footfall and profitability by improving its product range and merchandising. Last year, BP recruited Costa Coffee marketing director Chris Sedgwick to take on the role of customer director.
The company was hit by the news the following month that it would lose its most senior global marketer; group vice-president of marketing Anna Catalano left at the end of last year to pursue opportunities outside the company.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
