New marketing campaigns launched in BP Poland thanks to Comarch Loyalty Management

A month after the implementation of the new version of Comarch Loyalty Management, BP Poland introduced new marketing techniques related to CRM.

The Comarch Loyalty Management system implemented at BP Poland gave the compay new ways to reach customers. One is a special voucher printed at the time of purchase used to present individualized offers to customers. In addition to text, the vouchers contain graphic elements, such as the company's logo, to attract the customer's attention. To get promotional points the customers have to buy an additional product or a product that is different from the one they usually purchase. This condition is stated on the printout.

- These cross and up-selling campaigns should help the company increase the profitability of the business, in the context of already existing customers. BP invested in new printers which face customers at the cashier. As a result, even multiple CRM campaigns launched simultaneously will not cause an extra burden for the station’s personnel. The printers will be used both for the printing of the CRM vouchers as well as the printing of all other loyalty system information - says Piotr Dziurzyński, Sales Department Director, Comarch SA.

BP Poland has been using the Comarch Loyalty Management system for over six years. These modules, processing a wide range of services related to conducting a loyalty program, have been implemented in the company, including in the logistics and Call Center area.

CRM techniques are increasingly being used in Western Europe and in the United States, however on the Polish market, there have not been many promotional campaigns of this kind. Yet, a change in this area might occur very quickly, considering that the domestic retail market is perceived by international concerns as one of the most important and most promising ones in Eastern Europe. Furthermore, these first signs of change are already visible.