BP Upgrading Retail Sites With New Fuel, Bolder Look

CHICAGO — BP plc is enhancing its offering for its branded marketers.

The company announced Feb. 22 at the BP Amoco Marketers Association (BPAMA) Conference in Miami that it will launch an improved version of its BP gasoline with Invigorate this year, and is upgrading its BP-branded network of retail stations with a site-refresh initiative.

The improved gasoline will be introduced at BP retail stations in April, and branded marketers are welcome to refresh their sites with brighter canopy lighting, new signs and a bolder paint scheme to boost curb appeal and improve the customer experience, the company said.

“In 2016, BP’s commitment to its branded marketers will be unparalleled,” said John Carey, senior vice president of sales and marketing for BP Fuels North America. “That commitment begins with the launch of BP’s best-ever fuel, which builds upon the strengths of our prior products.”

BP also announced at the BPAMA Conference that it will continue to support its BP Driver Rewards program. The program was re-introduced in May 2015. As CSNews Online reported on Feb. 11, BP inked a partnership with Visa Inc., whereby BP Driver Rewards members now have the ability to link an eligible Visa payment card to their account.

"Since we re-introduced the program, we have seen a 10-percent increase in average BP station visits per month from active members, and there has been an 8-percent increase in volume,” said Donna Sanker, head of marketing for BP Fuels North America. “We will continue to explore new areas for engaging with our consumers in 2016.”

Britain-based BP plc is a producer of oil and gas. It employs approximately 16,000 people throughout the United States.