Adobe Campaign Drives Customer Relationships for BP
Global energy and services giant BP wanted to get to know its retail customers better, so it partnered with the marketing experts at Epsilon and implemented Adobe Campaign in Adobe Marketing Cloud. Now, the BP Driver Rewards program is fueled by actionable customer insights that can help drive customer loyalty.
“The Driver Rewards program gives BP teams rich data about customer buying behavior, providing insights into who its customers are and how to communicate with them,” says Kathryn Zajac, Vice President, General Manager, Client Services at Epsilon, an Adobe Premier Global Partner. “BP wanted to expand the loyalty program and reach customers more effectively. But with a lean marketing team, the company needed help to start acting on opportunities.”
Adobe Campaign simplifies campaign management, providing Epsilon with a single location to manage cross-channel strategies at BP, starting with email and then expanding to SMS text messaging and mobile apps. Powerful segmentation capabilities in Campaign analyze customer information, including Driver Rewards data and online behavior, so BP can market effectively to different types of customers.
Automated campaign triggers and workflows in Adobe Campaign allow Epsilon to efficiently manage a large number of campaigns. Eight Epsilon staffers run daily email campaigns for BP, and the energy company is now expanding into opportunities that increase engagement with new customers, such as the “Give a Reward, Get a Reward” campaign that encourages reward members to gift friends or family with discounts on gas to fuel customer awareness and drive new customers to BP stations.
You can read the full success story here.