BP Unveils Consumer Experience Innovations

The upgrades include a new digital app and nationwide EV operations.

February 27, 2024

BP announced a series of new initiatives for its fuel and convenience stations in the United States at the biennial BP Amoco Marketers Association (BPAMA) Convention and Business Expo in Scottsdale, Arizona, held February 19-21.

"Consumers are changing faster than ever, and we're investing together in our people, products, and offers to continue giving them what they want, when they want it and how they want it," said Greg Franks, senior vice president of mobility and convenience, Americas.

BP introduced offerings intended to “transform the consumer experience,” including:

  • The launch of a new consumer digital app, underpinned by a loyalty platform.
  • New technology, including a cloud-based POS.
  • Growing BP Pulse EV charging operations at BP and Amoco gas stations throughout the U.S.
  • An offer with fuelService, an app designed to help disabled drivers find and get assistance refueling their cars.

“Our U.S.-branded marketers unwavering commitment is fundamental to our joint efforts in enhancing the consumer experience,” said Emma Delaney, executive vice president, customers and products for BP. “Attending the BPAMA conference is always a rewarding experience, and we look forward to providing these frontline representatives for the BP and Amoco brands with innovative tools, solidifying our dedication to their success.”

BP Pulse, BP’s EV charging business, has installed more than 29,000 charge points and aims to roll out more than 100,000 globally by 2030. BP Pulse plans to invest up to $1 billion in EV charging across the United States by 2030, BP said.

As part of the convention, attendees earned points contributing to a charitable donation supporting In Our Backyard, with whom BP shares a partnership dedicated to combating human trafficking. The campaign showcased exclusive dispenser skirts featuring distinctive In Our Backyard graphics.

In February, NACS, BP and TA collaborated with In Our Backyard to raise awareness of human trafficking and help find missing and endangered children in Las Vegas before the Super Bowl.