News Items - BP Amoco Marketers Association
BP Pilots "Personality Pumps" at US Stations
First there was pump television. Now BP is taking entertainment at the gas islands to a new level.

BP said today that it will introduce highly interactive fuel pumps at a few sites around New York City and Chicago in an initiative designed to improve customer experience at the gas islands.

The project, called "Miles," uses a proprietary interactive technology to
audibly greet consumers and initiate the fill-up. As they purchase fuel,
consumers can select music on Pandora, record a video e-card to share on social media sites or play music trivia. The Miles program processes responses in real-time through a touchscreen tablet and guides consumers through an array of entertainment options.

"The BP Personality Pump is one of the biggest innovations at U.S. retail fueling stations in many years," said Donna Sanker, chief marketing officer of BP Fuels North America. "We believe this technology could change the way people think about the typical fill-up and give consumers another reason to visit our stations."

After pumping gas with Miles, drivers will be able to send themselves a text message with content created at the pump, a link to the Pandora station they chose and a special return offer, BP said.

Miles' features were developed through a partnership with The Onion and Pandora.

BP will test the new pump technology for three months starting Nov. 15, 2016, at stations in the Chicago and New York City metro areas. The major will determine whether to make Miles available elsewhere following the pilot program and based on consumer response, the company said in its announcement.

--Donna Harris, dharris@opisnet.com

Copyright, Oil Price Information Service



Published: 11/17/16