BP’s FuelMaster solution in Africa
BP selected OTI’s technology to enhance its market share in Africa
BP Southern Africa identified fleet vehicles as frequent and heavy fuel-users and wanted to create loyalty among these sought after customers. The solution was OTI’s petroleum payment solution, which BP branded as FuelMaster.
The FuelMaster Fleet program monitors and expedites the fueling and payment process for fleets. The system permits the fueling of designated vehicles only, thus eliminating potential fraud. It also brings convenience to fleet managers by providing comprehensive billing, while reporting fuel consumption and mileage.
Later, BP leveraged the advantages of the program and launched FuelMaster Express: aimed at private motorists the program uses an OTI contactless smart key fob to carry a driver’s payment information. The key fob is presented to the reader located on the pump and can be used at the convenience store for purchasing and gaining loyalty points.
The numbers speak for themselves: FuelMaster sales increased from 100M liters (26M gallons) in 2002 to approximately 175M liters (46M gallons) in 2003, not including the volumes from the FuelMaster Express program. This 75% increase makes the FuelMaster system one of the most successful launches of a product payment and/or loyalty program in the petroleum industry.
“The OTI fueling program offers a state-of -the -art combination of service, technology, value and convenience for transport operators. FuelMaster is a high-tech solution to reduce shrinkage, improve manpower utilization, ease administration, streamline accounting and facilitate better decision making for our customers.” Gary Turner, FuelMaster National Sales Manager at BP Africa