Case Study: BP transforms fuel cards marketing into a retail-focused European strategy with GrayMatter

BP transforms European fuel card marketing across 24 countries with GrayMatter

BP, a major energy and fleet company, sought to transform from a fuel supplier to a retail leader by consolidating its European marketing activity. To optimize its effectiveness, its Fleet Cards business established a new European Cards Centre of Excellence and engaged Graymatter to provide strategic marketing services for this transformation.

Graymatter delivered a centralized strategic approach across four key workstreams: Customer Value Propositions, website audit, CRM, and digital channel strategy. This involved analyzing 600 customers to define messaging for eight segments, auditing websites across five countries, and developing business intelligence dashboards to report on key metrics across 24 countries. The results provided BP with a consolidated, segment-driven framework to support best-in-class communications across all its European markets.

BP