bp pushes deeper into digital loyalty with new CPG coupon programme
The partnership comes as convenience retailers face mounting pressure to attract repeat visits.
bp is strengthening its position in the US convenience and fuels market with a new digital coupon initiative built into its earnify app. Developed with Inmar Intelligence and retail media partner Axonet, the programme brings manufacturer coupons directly to fuel‑station shoppers.
Joe Fumo, head of digital enablement for bp’s US mobility and convenience division, said the move reflects the company’s broader strategy to modernise guest experience. “Working with Inmar in partnership with Axonet allows us to offer relevant digital coupons through the earnify app, creating an easier way for our guests to save and build loyalty,” he said.
The partnership comes as convenience retailers face mounting pressure to attract repeat visits. bp hopes that allowing customers to discover, clip and redeem offers on their phones will create the frictionless experience shoppers increasingly expect.
For consumer-packaged goods brands, the scheme opens a new channel to reach impulse‑driven buyers across categories such as beverages, snacks and confectionery, an audience that has historically lacked access to digital incentives.
The coupon programme launches in January with a pilot phase, followed by a full rollout later in the first quarter.
