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 Alarc\u00f3n and Las Rozas in Madrid.<\/p>\n
These stores mark the beginning of an agreement<\/a> to gradually open 10 pilot DIA<\/a> stores at BP<\/a> service stations in the Community of Madrid and Andalusia.<\/p>\n The collaboration will also see the introduction of a joint loyalty programme<\/a>, allowing customers to earn credit when fuelling at BP and shopping at DIA.<\/p>\n 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.<\/p>\n Following the pilot phase, the agreement may expand to other regions and implement the joint loyalty programme.<\/p>\n Enhanced Consumer Business<\/p>\n This alliance is part of BP’s strategy to enhance its consumer business by improving its offerings in key markets.<\/p>\n DIA’s partnership with BP on the Iberian Peninsula is similar to other convenience alliances in markets like the Canary Islands with HiperDino<\/a>, Portugal with Pingo Doce<\/a>, the United Kingdom with M&S Food<\/a>, and Germany with REWE-To-Go<\/a>.<\/p>\n 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.<\/p>\n