Dive Brief:
- BP is adding a new digital coupon program, according to a Wednesday announcement.
- The coupons, which will be deployed in BP’s Earnify app, can be checked, clipped and redeemed directly from mobile devices, according to the announcement. The program is powered by Inmar Intelligence’s advanced incentives platform and developed in partnership with retail media company Axonet, whose network BP joined last year.
- A pilot of the program will roll out this month, with a full launch scheduled for later in the first quarter.
Dive Insight:
The program, which Inmar called the first of its kind, introduces “true manufacturer-funded digital coupons” to convenience stores, the company said in a statement. Typically, loyalty programs for c-stores let customers earn points to redeem for retailer- or brand-funded rewards. This new partnership, by contrast, allows them to clip CPG-funded coupons, which are more commonly found in grocery stores, directly in the app where they can be used at c-stores.
Since launching Earnify in late 2024, BP has been updating its loyalty program and app to appeal more not just to price-conscious customers, but also to CPGs and other outside advertisers. The energy company put its app and stores on the Axonet retail media network in mid-2025, giving advertisers access to customers while increasing the targeted offers for shoppers.
This new agreement seems to further those goals. The coupon program offers savings to consumers and “creates a powerful new channel to connect with engaged convenience shoppers in key categories such as beverages, snacks, candy, and adult beverages,” according to the announcement.
"We are enabling CPGs to effectively reach a new audience and drive in-store sales, all while providing bp's loyal customers with a seamless way to save money,” said Rob Weisberg, executive vice president and president of MarTech at Inmar Intelligence. “We see this as the future of convenience and are excited about the opportunities ahead."
