The market is fast becoming commoditised; differentiation is at a minimum, consumers are becoming ever more demanding – the impact of this could potentially be seen in slowly eroding brand equity.
It’s a challenge for retailers and one which BP has relooked at with renewed energy. BP has successfully started to re-build their relationship with their target consumers by giving them a reason to choose them over their competitors. They have worked hard to come up with a consumer proposition that will not only differentiate the brand in the market, but resonate with its consumers too.
So what is the thinking behind the communication approach ‘go your way’? BP has repositioned their retail brand, putting the millions of consumer they serve globally every day at the heart of all they do. The birth of BP’s communications platform ‘go your way’ stemmed from deep-rooted consumer insights which have led to a unique understanding of their customers. This proposition and way of thinking now permeates BP’s strategic offer development.
BP aim to understand why their customers choose them and have developed their offer accordingly; For South Africa this means entering into a number of partnerships that ultimately benefit its customers with like-minded brands such as Avios, Pick n Pay and Discovery.
To show their consumers that BP had changed, a noticeable, new, truly differentiated communications approach to underpin this strategy was needed, producing communications that are uniquely BP.
In a nutshell, BP is 'putting their customers at the heart of everything they do'.