BP Introduces Digital Coupons Through Earnify App
BP is piloting a digital coupons program for CPGs within its Earnify loyalty app, expanding the role of mobile-based CPG promotions within the convenience and gas channel.
Developed in partnership with Inmar Intelligence and retail media provider Axonet, the initiative allows shoppers to discover, clip and redeem digital offers directly through BP’s Earnify app in-store at participating locations. A pilot is rolling out in January, with a broader launch planned later in the first quarter.
Adoption of digital CPG coupons like this have historically been limited in the convenience and fuel channel, due to operational complexity and fast, impulse-driven trips. As convenience retailers expand foodservice, assortment and services to drive traffic, loyalty and rewards have become a key lever for repeat visits and basket growth.
For BP, the move reflects its broader focus on retail media and loyalty engagement while giving CPG brands a new way to reach convenience shoppers in high-frequency categories such as beverages, snacks, candy and adult beverages. Last year, BP joined the Axonet Retail Media Network, enabling targeted in-store media and loyalty offers across its convenience portfolio — laying groundwork for more digitally enabled promotions.
The program is powered by Inmar Intelligence’s incentives platform and supported by Axonet’s convenience-focused retail media infrastructure, which aggregates and normalizes transaction and loyalty data across participating retailers. Together, the partners enable CPG brands to activate offers in the convenience channel and measure in-store impact.
The digital coupons pilot arrives as convenience retailers continue to invest in loyalty and value-driven experiences amid heightened competition and price sensitivity. Foodservice, expanded assortments and digital engagement tools have all become key levers for driving traffic and trip frequency. The move is the latest example of c-store retailers aligning more closely with digital engagement models long used in grocery and mass retail.
