DIA To Open Stores At BP Service Stations In Spain

The partnership also includes a joint loyalty programme, allowing customers to earn credits on fuel and groceries at 285 BP stations and 950 DIA stores, with the potential to expand beyond the initial pilot regions, ESM reports.

The joint loyalty programme allows customers to earn rewards in both directions: spending €30 at DIA stores earns a €1 discount on fuel, while purchasing 30 litres of fuel at BP earns a €1 credit towards purchases with the retailer.

Customers can expect a fast and easy shopping experience at the DIA stores in BP stations, with a variety of both DIA products and well-known brands available at competitive prices.

This collaboration aims to offer more convenience for customers by providing accessible shopping options and incentivising spending with cross-promotional rewards.

Olvido Moraleda, president of BP Energía España, said, “At BP, we want to be the first choice for our consumers and are always looking for new ways to meet their energy and convenience needs, giving them what they want, whenever and wherever they want it.

“Agreements that allow us to join forces with renowned supermarket brands like DIA help us complement our wide range of offerings with a first-class partner.”

‘Top-Quality Shopping Experience’

Ricardo Álvarez, CEO of DIA Spain, added, “For DIA, it is essential to be where and when our customers need us and offer them a quick, accessible, and top-quality shopping experience.

“This agreement with BP is another step toward strengthening our growth, making it easier for customers to shop while stopping to refuel, and benefitting from a loyalty programme that will allow them to save both on DIA purchases and fuel. It is an honour for us to join forces with such a prestigious brand as BP.”

The partnership with BP in Spain is part of DIA’s strategy of collaborating with retailers, such as alliances with HiperDino in the Canary Islands, Pingo Doce in Portugal, M&S Food in the UK, and REWE To Go in Germany.

DIA’s network in Spain consists of over 2,300 stores and an online service available to 84% of Spanish consumers.

Supermarket chains in Spain are increasingly establishing a presence in petrol station convenience stores.

DIA’s partnership with BP is part of a growing trend, following similar alliances between El Corte Inglés and Repsol, and Carrefour and Moeve.