Spanish supermarket chain DIA and BP have commenced their partnership with the opening of the first two stores at BP service stations in Pozuelo de Alarcón and Las Rozas in Madrid.
These stores mark the beginning of an agreement to gradually open 10 pilot DIA stores at BP service stations in the Community of Madrid and Andalusia.
The collaboration will also see the introduction of a joint loyalty programme, allowing customers to earn credit when fuelling at BP and shopping at DIA.
The new stores at BP stations will offer extended shopping hours and a wide range of DIA-branded products as well as leading manufacturer brands.
Following the pilot phase, the agreement may expand to other regions and implement the joint loyalty programme.
Enhanced Consumer Business
This alliance is part of BP’s strategy to enhance its consumer business by improving its offerings in key markets.
DIA’s partnership with BP on the Iberian Peninsula is similar to other convenience alliances in markets like the Canary Islands with HiperDino, Portugal with Pingo Doce, the United Kingdom with M&S Food, and Germany with REWE-To-Go.
For DIA, this collaboration strengthens its commitment to providing a simple, fast, and comprehensive shopping experience with a high-quality assortment across its stores and online platform.
Alberto Serrano, director of operations at DIA Spain, said, “With the opening of these first two stores, our partnership with bp begins. A project we are very proud of and which will allow us to expand our network, offering quick, easy, and top-quality shopping to service station customers, as well as creating synergies that directly benefit consumers with a unique loyalty programme that rewards both their purchases and their mobility.”