BP is one of the world's largest oil companies, operating over 18,700 service stations and running loyalty programmes in over twenty countries worldwide.
In this episode of "Let's Talk Loyalty", I chat to Olivier Martinet who has led BP's loyalty initiatives for over twenty six years. He shares how he approaches the development of digital platforms and loyalty programmes according to the market's needs, maturity and challenges, with a laser focus on being relevant to consumers.
We discuss the importance of global standards and the need to drive loyalty "beyond points", leveraging mass personalised programmes that can effectively drive consumer behaviour.
1) Olivier Martinet - Global Retail Customer Insights, Data, Loyalty Programs & European Regional B2C Marketing, BP