TNK-BP Stimulates Sales and Improves Service Quality at Its Retail Sites

TNK-BP Stimulates Sales and Improves Service Quality at Its Retail Sites

A sales promotion action “Fuel Up, Play and Win” will be conducted between June 11 and July 31 at all BP service stations and will coincide with the 2010 FIFA World Cup. Any client who fuels up with BP Ultimate, purchases goods in the shop or cafe, and washes the vehicle for a total sum of 1,000 rubles and more, will be given a scratch card which allows to register at the site www.bpgame.ru starting from June 11 and play football online. Extra points will be accrued for making purchases at BP service stations and for playing football online. Once in every two weeks, prizes will be awarded to top players with the highest point score.
TNK-BP is extending the possibilities of participants in the loyalty program Malina. A special project was started in May 2010 for raising the efficiency of this program and enhancing the interest of clients to it. Holders of Malina cards taking part in the Malina program can use the points accrued on their cards to pay for BP Ultimate at BP service stations. Beginning from June 10, participants of the Malina program will be able to use their points for purchasing BP Ultimate gasoline and any other goods and services at BP service stations.
In May 2010, 14 sales promotion actions for different categories of goods were conducted at BP services, and over 200,000 clients took advantage of the company’s special offers.
Apart from that, to improve the quality of services provided by the company’s retail network, TNK-BP launched a special program “Secret Client” on June 1, 2010, at BP retail sites in the Moscow region. In the framework of this program, independent inspectors (‘secret clients’) will drive into BP service stations several times a month for inspection and evaluation of service quality. The program is aimed at evaluating the quality of services provided to clients at BP retail sites and assessing the level of satisfaction of clients with the provided services.
“Implementing our strategy for expanding the network of services stations under the BP brand, we are also trying to improve the quality of services provided to clients at our retail sites. For this purpose, we not only regularly check conformance of our fuels with trademark specifications but also make our best to meet international service standards. We count on the loyalty of our clients and try to attract new buyers by inviting them to take part in our promotion actions,” said Amir Feizulin, Vice President, Marketing, TNK-BP.