Comarch and BP develop cooperation in loyalty systems
Comarch Loyalty Management System manages loyalty transactions
for BP in Germany, Poland and France. In total, it amounts to over 10
mln active cards and 4 mln transactions daily. The implementation of
the new system in BP Poland has just been completed and in the nearest
future BP customers in Spain will also be able to benefit from the
conveniences of the system.
Comarch Loyalty
Management is one of the most technologically and functionally advanced
systems applied in loyalty program operation in the world. The new
version of the system will guarantee a stronger relationship between BP
and their customers, through reacting to their actions instantly
(on-line), using many channels of communication, such as messages
displayed via a cash register, personalized marketing announcements,
websites, text messages and call centers. Implementation into BP Poland
for the BP partnerclub in 2002 was the first implementation of the
Comarch loyalty system in an on-line model. The system fit BP's
marketing strategy very well and proved to be foolproof. As a result,
Comarch has been invited, together with 20 other global IT providers,
to participate in a tender to create a global loyalty system for BP.
- The pre-tender process together with the process of
choosing providers lasted 24 months. At that time, sole participation
in the tender of one of the most well-known brands in the world, which
BP happens to be, was a success for Comarch. In 2005 we learnt that we
won the tender and would be providing the BP group with a loyalty
system. It was then that we realized that 2 years of hard work on the
offer and the development of the product with BP Poland and subsequent
customers proved to be fruitful and enabled Comarch to be present on
the international market as a global provider of advanced CRM solutions. - says Marcin Warwas, Comarch SA vice-president, responsible for the Services Business Unit.
Thanks to close integration with cash register systems
processing sales at BP petrol stations, Comarch Loyalty Management
System ensures the completion of multidimensional loyalty promotions
concerning all the details of the processed transactions. Its on-line
version enables the participants of the program to be up to date with
the balance of their loyalty accounts, as they are informed about it
immediately after their purchase has been processed. The system allows
defining the announcements available on the cash register displays or
printed on the receipts, which significantly support current
promotional campaigns.
- We are glad that the current
positive experience of cooperation between Comarch and BP Group in
creating loyalty programs is reflected by other important joint
projects for BP from the business point of view. They are also
extremely prestigious for Comarch – says Piotr Dziurżyński, Sales Center Manager, Comarch SA.
BP is one of the world’s largest companies providing energy. It
is now present in more than 100 countries, has approximately 24,000
petrol stations and employs 96,000 people. The annual turnover in 2007
came to 284 billion USD, which is more than 600 billion PLN. Out of all
the foreign petrol concerns, BP operates the largest petrol station
chain (more than 350) in Poland. It is one of the biggest foreign
investors on the Polish market. Its business activity dates from 1991
and it now takes the leading position on the petrol, gas and oil
markets.