Dia opens its first two stores in BP service stations

Day and multi-energy B.P. take another step in the deployment of their alliance with the opening of two pilot stores in two service stations of the British brand in Pozuelo de Alarcón and Las Rozas (Madrid). A first phase in which both companies have set the goal of opening a total of 10 Dia establishments in both the Community of Madrid and Andalusia. The new stores will operate under the Dia brand, with extended hours, and with “a balanced assortment between Dia brand products and major manufacturers.”

After this first phase it is expected that, depending on the results of these first storesthe formula is extended to other autonomous communities of the BP service station network. Likewise, Dia and the British company have agreed to launch a joint loyalty program. Specifically, it will allow the balance accumulation both when refueling at gas stations and when making purchases and its scope of application will be the Community of Madrid and Andalusia.

For BP, the alliance with Dia allows it strengthen the consumer-focused area of ​​your business and is in line with other similar agreements closed with HiperDino (Canary Islands), Pingo Doce (Portugal), M&S Food in the United Kingdom and REWE -To-Go in Germany. All this, with the objective of complement a service offer ranging from car washing to ultra-fast electric charging, restoration and convenience supported by digital tools and loyalty programs. What is added is products such as bp Ultimate fuel with ACTIVE technology.

Strengthen the shopping experience

From Dia they highlight that the alliance with BP allows them reinforce “one of the fundamental pillars of the company: facilitate a simple, fast and complete shopping experience for all customers, with a top-quality assortment, both in its more than 2,300 stores and on Dia.es”. For Miguel Lapetra, head of convenience Trading Iberia at BP, “with this opening, we confirm our commitment to being the first option for our clients.” Along these lines, they add that “join forces with renowned supermarket brands as Dia helps us complement our wide offering with the help of a first-class partner.

From Dia, its head of Operations in Spain Alberto Santos, “will allow us to expand our network, offering uA quick, easy and top quality purchase also to service station customers, as well as creating synergies that directly benefit the consumer, with a unique loyalty program that rewards both your purchases and your mobility.”