bp Southern Africa (bpSA) has been recognised for its customer loyalty innovation, taking home two major awards and a high commendation at the inaugural African Loyalty Awards 2025/26.
The company’s proprietary loyalty programme, BP Rewards, was named Best Loyalty Programme in Africa – Fuel Category, while its partnership with Pick n Pay Smart Shopper secured the Best Partnership of the Year in Africa award.
BP Rewards Delivers Strong Customer Value
Launched in 2024, BP Rewards has quickly established itself as a leading loyalty platform in the fuel retail sector. Within its first year, the programme contributed to a seven percentage-point increase in market share and returned more than $7 million in cashback rewards to customers.
The African Loyalty Awards judges praised the programme for its ability to create meaningful value for consumers through everyday savings.
“bpSA’s new rewards programme clearly demonstrates tangible value for customers, showing how effectively the programme converts everyday savings into meaningful loyalty,” the judging panel noted.
Smart Shopper Partnership Continues to Drive Results
bpSA’s longstanding collaboration with Pick n Pay Smart Shopper was also recognised for its impact on customer engagement and rewards innovation.
Originally launched in 2018 as the first dual fuel-and-grocer rewards programme of its kind, the partnership has continued to evolve. In 2024, the introduction of the “Swipe Swipe” mechanic enabled customers to use both their BP Rewards and Smart Shopper cards together, unlocking additional rewards and benefits.
The initiative was commended by judges for enhancing customer value while delivering measurable commercial outcomes for both brands.
Recognition for Long-Term Loyalty Excellence
In addition to its category wins, BP Rewards received a high commendation in the Best Long-Term Loyalty Programme of the Year: Southern Africa category.
The awards panel also highlighted the success of the “Swipe Swipe” feature, describing it as an initiative that transformed a potential customer friction point into an engaging and differentiating customer experience.
Commitment to Loyalty Innovation
Pride Mnene Hlungwani, Marketing Manager at bpSA, said the awards reflect the growing success of the company’s customer-focused strategy.
“These awards are a tribute to the success of the BP Rewards programme and bpSA’s longstanding partnership with Pick n Pay Smart Shopper. Our teams, together with our growing pool of loyalty partners, continue to push boundaries in customer loyalty and innovation, helping bpSA to stand out in a highly competitive and evolving marketplace,” said Hlungwani.
Setting New Standards in Customer Engagement
The African Loyalty Awards, sponsored by Truth and the African Loyalty Association, celebrate excellence in customer engagement across the continent. Judged by leading loyalty and customer relationship management professionals from multiple industries, the awards recognise programmes that successfully build stronger customer relationships and deliver measurable business impact.
For bpSA, the recognition reinforces the company’s commitment to delivering innovative, value-driven loyalty experiences that resonate with consumers and strengthen brand loyalty in an increasingly competitive market.
Read more: BP Cuts Coffee Prices by R1.43 to Give SA More Value
