BP has operated in Spain since 1954 and runs more than 700 service stations across the country. Car wash is one of its strongest performers, and the company has become one of the fastest-growing major players in the Spanish market. With Liquid Barcodes, BP launched a car wash subscription program in the MiBP mobile app, a global first for the company.

The Challenge

BP already had a strong car wash business. More than 240 of its Spanish stations offer car wash or jet wash, and Kantar research puts its share of the market at around 11 percent over the past three years. That growth rests on a simple, quick, and effective service, with best-in-class car wash, jet wash, and vacuum equipment and contactless payment.

The next step was building on that foundation. BP wanted a subscription offer with the most attractive value proposition in the market. It also wanted the car wash to complement its fuel business, so that both parts of a customer’s visit worked together.

The Solution

BP Spain launched its car wash subscription program in the MiBP mobile app, powered by Liquid Barcodes, a loyalty and subscription platform for convenience retailers. Customers choose between two plans, a premium individual plan and a multi-user plan for two users. BP’s multi-user plan is the first of its kind in the Spanish car wash subscription market, since no other provider had offered the option.

Key Features Include:

• Two subscription plans: Customers can choose a premium individual plan or a multi-user plan for two users.

• First multi-user plan in Spain: No other provider in the Spanish car wash subscription market had previously offered a multi-user option.

• Fuel discounts for members: Customers who subscribe to the car wash program receive special fuel discounts and offers, which ties the two parts of the visit together.

• Premium member extras: Premium members receive extras such as gifts or BP loyalty points.

• Monthly promotion: Premium versions include monthly promotions.

• Rain insurance: Premium versions include rain insurance, which lets customers return for a free wash if it rains within 24 hours.

• Premium fuel connection: The program gives BP a way to highlight BP Ultimate with ACTIVE technology. Customers who wash more often, upgrade to a premium plan, and fill up with BP Ultimate can care for their vehicles inside and out.

Read a recent Insight post to learn more about the BP Spain program.

About BP Spain

BP has operated in Spain since 1954 and runs more than 700 service stations across the country, including around 300 company-owned sites. Its convenience offer is resilient, with sales and volume growing year after year. Inside the stores, customers find traditional tobacco, convenience items, foodservice, and specialty coffee.

Learn more at bp,com.