PROGRAM CARD - BPme Rewards

Program name: BPme Rewards
Distinction: payment app integrated with loyalty
Brand / operator: BP (British Petroleum)
Family / owner: bp p.l.c.
Industry: fuels
Industry benchmark: no
Market: UK
Related programs: Shell Go+ (UK), Shell ClubSmart (PL) - competitors in the segment; BPme Rewards Price (a variant with loyalty pricing at company-owned bp stations)
Status: active
Legal / temporal status: no restrictions
Launch year: 2019
Main type: points-based
Additional type: member-benefit (BPme Rewards Price variant: automatic price discounts without accruing points)
Joining cost: free
Channels: in-store (physical card), app (BPme app - iOS/Android), online (bpmerewards.co.uk)
Reach: no public data

Comparative parameters (estimated ratings)

Implementation difficulty (1-5): 3
Main KPI (impact strength): purchase frequency (medium)

Descriptive sections

0. Summary

BPme Rewards is bp's first proprietary loyalty program in the United Kingdom, launched in 2019. Customers collect points for fuel purchases and in-store shopping at bp stations, then redeem them for fuel discounts, products, or partner vouchers. The program is integrated with the BPme app, which enables, among other things, paying for fuel without leaving the car.

1. Goals and context

The program was meant to fill a gap - bp previously had no proprietary loyalty scheme (customers collected points only through coalition partner programs). The goal is to increase visit frequency, grow sales of premium Ultimate fuel, and generate customer data for offer personalization.

2. Target group

The program is aimed at regular drivers filling up at bp stations in the UK - both individual customers and corporate fleets (with the option to link fleet cards to a BPme Rewards account). A particular group are mobile app users interested in convenience and immediate benefits during everyday refueling.

3. Architecture and type

Registration via the BPme app or online at bpmerewards.co.uk; alternatively, a physical card to pick up at the station (must be registered within 12 months).
Point accrual with every refueling or in-store purchase (scanning the digital or physical card at the checkout, or automatically when paying through the app).
Point redemption for a fuel or in-store discount at the checkout (min. 200 pts), or for partner vouchers through the program's website.

4. Earn & burn mechanics

Accrual: 1 pt for each 1 liter of regular fuel; 2 pts for each 1 liter of BP Ultimate fuel; 1 pt for each £1 spent in the station shop; points also accrued for car washes. Exclusions: tobacco, phone cards, infant milk, stamps, lottery, and fuel settled via competitors' fleet cards (OMV, Circle K, ENI, etc.).
Threshold and redemption: minimum 200 pts to redeem; 200 pts = £1 (point value: 0.5p). Redemption in multiples of 1 pt (e.g., 622 pts = £3.11). Points can be combined with a cash top-up.
Reward forms: discount on fuel or goods in the station shop; partner vouchers: Amazon.co.uk, M&S, Love2Shop, Cineworld, Picturehouse, Virgin Wines; charitable donation; conversion to Avios miles (British Airways Executive Club) in blocks of 40 pts, max. 30,000 pts/month.
Point expiry: points do not expire as long as the BPme account is set up and active. An unregistered physical card loses points after 12 months.

5. Emotional value

BPme Rewards builds a sense of convenience and control: paying for fuel without leaving the car, a quick balance view in the app, and instant offers tailored to driving style. The BPme Rewards Price variant - automatically lower prices on M&S and Wild Bean Cafe products after scanning the card - reinforces the feeling of being a distinguished premium customer without the need to track points.

6. Gamification

Bonus offers (double or triple points) available only in the app - they must be activated manually, which motivates regular app checking.
The ability to gift points to other users (500-4,000 pts, max. 4 times per month) - a community element.
Point IOU (a points voucher for a forgotten scan) - reduces frustration and preserves engagement.

7. Differentiation

BPme Rewards stands out with the deep integration of a payment app with the loyalty program - a customer can pay for fuel without leaving the car and, in the same flow, collect points. No other major fuel station chain operator in the UK offers a combination of mobile payments and loyalty in a single proprietary app. An additional distinction is the BPme Rewards Price variant: automatic price discounts on groceries (M&S) and coffee when scanning the card - without the need to redeem points.

8. Data and personalization

Data scope: purchase history (fuel and shop), station location, in-app purchase preferences, linked payment methods.
Consents: registration requires consent to data processing; personalized offers require additional marketing consent.
Personalization: targeted bonus offers generated based on purchase history and visit frequency (visible in the app, must be activated by the customer).

9. Technology

BPme app (iOS and Android): pay for fuel from the car, scan the loyalty card, view points and offers, pre-order coffee/food, station locator.
BPme Rewards physical card (plastic card) as an alternative medium.
Digital card can be added to Apple Wallet (iPhone) and Google Pay (Android).
Loyalty platform managed by bp; the bpmerewards.co.uk site handles voucher redemption and Avios conversion.

10. Communication and lifecycle

Communication channels: BPme app (push notifications, in-app offers), email (transaction confirmations, offers), the bpmerewards.co.uk site.
Onboarding: registration via the app or via the site after picking up a card at the station; a welcome bonus for registration (500 pts = £2.50, outside the terms - the amount comes from sources other than the official T&C).
Retention: recurring fortnightly bonus points loaded to the card via the app; seasonal promotions; the BPme Rewards Price program encourages regular grocery and coffee purchases while refueling.

11. Conclusion / inspiration for the almanac

BPme Rewards shows that the greatest added value in a fuel program comes from combining a payment function (pay-at-pump) with loyalty in a single app - the customer does not have to choose between convenience and collecting points. The pricing variant (BPme Rewards Price) is an effective alternative to classic points thresholds: an instant discount at the checkout works more strongly behaviorally than a distant reward.

Sources: bp.com (program page, press release from 5 June 2019), bpmerewards.co.uk, rightfuelcard.co.uk (2025 guide), capitalmatters.co.uk (program guide)
Terms (link): https://www.bpmerewards.co.uk/terms-and-conditions/
Entry compiled on: 2026-06-19

BPme Rewards