BP Fuels Kroger's Rewards

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BP Fuels Kroger's Rewards

By Samantha Nelson - 10/19/2018

Kroger this month partnered with BP to expand the retailer's Fuel Points rewards program to its Mariano's and Harris Teeter chains.

Loyalty cardholders at both chains earn one point for every dollar they spend on groceries. Every 100 Fuel Points they earn awards them with a 10-cent per gallon (up to $1) discount at BP stations or its Amoco subsidiary. Purchasing gift cards awards double points and filling a non-federally funded prescription provides 50 points. In other markets the program operates the same way but the discounts can be redeemed at Shell stations or fuel centers attached to Kroger banner stores.

The new program is heavily promoted in stores with indoor and outdoor stanchion signs, window posters, standees, ceiling signs, violators, and checkout signs. Additional marketing support includes radio spots, display ads on the websites of newspapers including USA Today and the Chicago Tribune, circular features, and Facebook and Twitter updates. Harris Teeter also used a home page leaderboard ad to link to an informational video that was uploaded to the chain's YouTube channel on Oct. 2. (See below.)