Liquid Barcodes



Paula Thomas, Chief Content Officer, Liquid Barcodes


This article was first published on Global Convenience Store Focus. 

In the UK fuel retail industry, customers expectations are high. Fuel is often seen as a grudge purchase and recent research found that 84% of UK consumers believe that petrol and diesel are too expensive. And while there is no denying that a significant proportion of a typical household budget is spent on fuel, the fact that’s often missed is that the vast majority of the money being spent at the pump in fact goes to the government exchequer rather than the retailer. A whopping 72% of the retail price is made up of fuel duty and vat, with just 28% left to cover the costs of entire costs of sourcing, shipping and distributing fuel to our local forecourts, as well as other costs of running the business such as the investment required to drive the business and consumer behaviour through targeted customer programmes.

So when a UK fuel retailer likes BP with almost 15% market share launches a loyalty programme, consumer expectations are high, but are often overly optimistic given the lack of consumer understanding of the razor thin margins that retailers have available to work with. It’s a difficult challenge for fuel retailers, but one that BP has recently responded to in the UK with a new programme called “BPme Rewards“. This is the first company-owned loyalty programme for BP in the UK, having previously been the exclusive fuel partner within the Nectar coalition programme, which now run its coalition programme in partnership with Esso.

loyalty cardThe loyalty card launched in June 2019 by BP UK. 

What began in January 2018 as an app that allowed customers to pay for their fuel in their car (an app called “BPme“) has recently been expanded to incorporate a comprehensive loyalty programme, with points earned and burned across the business and a select number of partners, such as Marks & Spencers who operate 280 “Simply Food” stores on the BP forecourts.

The BPme app itself was launched to make life easy for customers and eliminate the need for them to go in to the store after filling their tank, and instead simply pay by phone from their car as this video explains.

Pay For Your Fuel – Without Needing to Queue in Store 

We took this opportunity to understand the BPme Rewards value proposition for UK consumers, and assess how they’ve designed their programme to remain relevant to customers, yet still operate it profitably across its own 300 forecourts and also ensure the support of its 950 franchise partners throughout the country.

BPme appBPme is the app used by BP in the UK for both payments and rewards. 

Here are the details of the new loyalty programme:

  • You must be at least 16 years old and live in the UK to participate in BPme Rewards.
  • Members get 1 point for every litre of fuel they buy, and one point for every pound spent on eligible products in BP stores.
  • Car wash spend is also rewarded at one point per pound spent.
  • Double points are earned for customers filling up with the company’s premium fuel product:  “Ultimate with Active Technology”.
  • Customers can choose to use a digital card within the app as shown below, or pick up a plastic loyalty card in store.
  • Reward points can be spent on fuel, in store purchases, gift cards for either Amazon or Marks & Spencer.
  • A full gift catalogue is also on offer for customers to choose rewards from and these rewards are available only by home delivery.
  • Reward options start at 200 points which is worth £1, giving a reward rate of 0.5%.
  • BP has said it “will endeavour” to add customers BPme Rewards Points to accounts within 28 days.
  • The initial data capture and registrations is incentivised with 250 BPme Rewards points.

BPme cardThe tone of the card is informal and all about “easy”.

Having assessed the reaction to the programme since it launched, it’s clear there has been some criticism about the 0.5% reward rate, however commentators did acknowledge that this does match the level used throughout the Nectar partnership and it is typical of reward rates in fuel-only programmes.

Within coalitions however, customers opportunity to earn is considerably faster as they earn points across all categories of everyday spend, not just fuel, hence BPme has already alluded to plans to offer bonus points and promotions on a regular basis throughout the year to incentivise desired customer behaviours.

From our perspective, the programme is clear and simple and the approach is a great start to building direct relationships with its customers who increasingly value the personalised offers that this approach will bring.

As The Economist explained in 2017,  data is in fact “the oil of the digital era” and it seems one of the world’s biggest oil companies agrees.

BPme rewards

About Us:

Liquid Barcodes is a leading global loyalty and digital marketing technology company specialized for the convenience store and foodservice industries. Our proprietary cloud-based technology platform allow retailers to create and manage their digital marketing campaigns with a proprietary process we call the “customer connection cycle’ to engage, promote and reward customers activities in real-time across digital and media channels.

How we do it:

We have developed the most advanced loyalty and digital marketing technology platform specifically for convenience store and foodservice retailers globally.

Retailers use our self-service dashboard to create and manage loyalty driven marketing campaigns that increase purchases with their existing customers, as well as effectively target and acquire new customers through partners or paid media channels.

One core component of live loyalty is gamification. We have gamified branding, loyalty and promotions. We believe this approach is essential in order to get customers’ attention and ultimately truly engage them with repeatable actions thereby winning their loyalty.

Check out some of our exciting/proven results here:

About Me:

Paula Thomas

Chief Content Officer, Liquid Barcodes and Independent Loyalty Consultant

With over twenty-five years marketing experience, I specialise in loyalty marketing consulting, managing consumer loyalty propositions, strategy and operations. In addition to working with Liquid Barcodes, my clients have included Telefonica O2, Three Mobile, Electric Ireland, Allied Irish Bank and The Entertainer, as well as Avios – the global points currency for some of the world’s top airlines. I am also a judge for the Loyalty Magazine Awards. 


Blog post

Liquid Barcodes Makes U.S. Debut at 2022 NACS Show

Liquid Barcodes exhibited at the 2022 NACS Show demonstrating loyalty, subscription and payment applications.   For the first time in history, Liquid Barcodes had the pleasure of exhibiting in two prominent locations at the 2022 NACS Show both in the busy New Exhibitor Area as well as in the featured partner kiosk in Verifone’s booth […]

Blog post

Save Thousands in Credit Card Fees With ACH

Visa and Mastercard announced an increase in interchange fees earlier in the year and retailers are taking action and sending a message by migrating their customers to new solutions, including mobile app-based ACH payments, and in the process increasing profits by not only reducing credit card fees but also boosting loyalty via innovative app-based incentive […]

Blog post

Subscription Programs Are Economically Smart Investments

Monthly subscriptions to products and services are economically smart investments for retailers and customers With a recession looming and gas prices still at record-high levels, customers are tightening their grip on their wallets. But this doesn’t mean they’ll be turning their backs on convenience store purchases and there are ways you can weather the impending […]

Blog post

Converting Impulse Shoppers to Automatic Customers

Subscription programs for drinks and snacks encourage customers to change from impulse buyers to automatic customers   Customers stop at gas stations and convenience stores to buy fuel, for beverages and snacks and to use the bathroom, essentially in that order of priority. A NACS survey of gas-buying customers found that half went into the […]

Blog post

Maxol Launches First-of-Its-Kind Loyalty App

Maxol, Ireland’s largest family-owned forecourt and convenience retailer, announced it has launched a new customer loyalty app with never-before-seen features in the Irish market. After more than a century serving Irish customers, Maxol’s 240+ stores and service stations are located throughout Ireland and have enjoyed global recognition for their best-in-class operations, store design and offers. […]

Blog post

Delivering Personalized Content With Machine Learning and Image Recognition

Build personalized customer connections, improve efficiency, and make intelligent, data-driven decisions using machine learning and image recognition.   It’s 7:15 in the morning and a customer – Amy – is on her way to work. She is on the hunt for coffee and breakfast and stops at a convenience store. She opens her store app […]

Blog post

Sweet Tea and Coffee Subscription Beverage Programs Brew Recurring Revenue

As summer nears, consumers are turning their attention towards refreshing iced beverages and iced tea is a hot seller this time of year, especially when sold with a subscription beverage program. Sweet tea might be the quintessential drink of southerners in the U.S, but the rest of the country has developed a taste for the […]

Blog post

Circle K’s Use of Beacon Technology to Activate Car Wash Subscription Program

Beacon Technology and Car Wash Subscription Programs Beacon technology used in tandem with a customer-facing car wash subscription program revolutionizes the customer experience by providing a quick, convenient experience. Innovation is the key to continued growth and ensuring a frictionless customer experience should be top of mind for any retailer. Circle K’s vast global network […]

Blog post

Unlimited Car Washes!

Subscription programs for car washes are a hot trend in convenience retail.

Blog post

Car Wash Program Drives Sales for United Pacific

Car wash programs are revenue drivers for convenience stores and fueling stations around the globe. Making sure the process is convenient and cost-effective for customers increases traffic and drives in-store sales. Oftentimes, car wash units occupy a small corner of the lot and do not receive much attention. This is not the case for those […]

Blog post

Danish Railway Rewards Riders with DSB Plus

The Danish railway system, known as DSB, is going the distance to reward customers by partnering with convenience retailer 7-Eleven to deliver points towards food and coffee simply for riding the rails. Whether commuting or travelling longer distances, riders who join DSB Plus earn points whenever they travel within Denmark. DSB is an abbreviation for […]

Blog post

Subscriptions for the win!

Amazon Prime is, by nature, a subscription under the auspice of membership. Pay an annual fee, get 2-day shipping and exclusive deals. Amazon took it one level further with “Subscribe & Save” where you can get everyday – and not so everyday – items shipped to you on a regular schedule.  In the early days […]

Blog post

Customer Retention Program of Circle K Vietnam

As the first international convenience store brand to launch in Vietnam, Circle K has over a decade of expertise catering to the needs of the 96 million residents of this huge country, operating a network of over four hundred convenience stores each open 24 hours a day! So launching an outstanding customer retention program was […]

Blog post

Stinker Stores Named Best New Loyalty Program in the U.S.

        2021 Best New Loyalty Program  Stinker Stores’ new loyalty program offers multiple redemptions with a single scan and stands out with a gamification feature to keep customers engaged. This article is originally published on CStoreDecisions and written by Erin Del Conte | October 28, 2021 Stinker Stores, with 103 convenience stores across Idaho, […]

Liquid Barcodes

Put a rocket under your loyalty program

With our loyalty platform, we help design and operate world-class, tailor-made subscription and reward programs that make sure your customers always come back.

Book a Demo →

We are trusted by global brands.

Convenience retailers all over the world have engaged and rewarded consumers with our tailor-made loyalty programs.

To our case studies →

Liquid Barcodes
Liquid Barcodes
Liquid Barcodes
Liquid Barcodes

Convenience retailers all over the world have engaged and rewarded consumers with our tailor-made loyalty programs.

To our case studies →

Liquid Barcodes
Liquid Barcodes
Liquid Barcodes
Liquid Barcodes