Antavo Empowers BMW Inside Edge Rewards Program
March 8, 2022
Antavo has been working together with BMW (UK) Ltd on Inside Edge, a highly innovative, industry-first, B2B loyalty program.
Powered by Antavo’s loyalty technology, Inside Edge offers company drivers a revolving selection of rewards to help them save time, save money, and enjoy the ride, including free coffee, complimentary skincare, access to apps and thought leadership content that facilitates their work, and more.
The loyalty program also serves to help build a better relationship with drivers and keep the BMW brand top-of-mind when the key moment arrives for drivers to consider their next vehicle for professional or personal use.
“BMW Inside Edge is the first of its kind in the car industry. So, we’re one step ahead in trying to become more than just a manufacturer to our customers. It’s about helping BMW Company Car Drivers get more from their car. And as we get to know them better through the programme, we can tailor the benefits.” – Michelle Roberts, Marketing Director, BMW UK
The program is a collaboration between the premium automobile brand and multiple agencies, with the technology provided by Antavo’s Loyalty Management Platform. The result is a loyalty program that is the first of its kind in the luxury automobile space, which has made it possible for BMW to connect with company car drivers — an audience which has traditionally been more difficult to reach.
Knowing that this audience has a unique set of needs, Inside Edge offers exciting work-related benefits, such as free access to Expensify so drivers can track and manage receipts, as well as Peptalk, an app that lets drivers listen to motivational speakers on their way to and from the office.
“It’s an amazing opportunity to work with BMW UK on a truly innovative loyalty program. Inside Edge demonstrates the power of community-centric, reward-driven loyalty systems that build true connection with the brand. Luckily, loyalty technologies, like Antavo, are rapidly advancing, and they enable more and more creative loyalty concepts for brand and retailers.” – Attila Kecsmar, CEO & Co-founder of Antavo
The BMW Group
With its four brands BMW, MINI, Rolls-Royce and BMW Motorrad, the BMW Group is the world’s leading premium manufacturer of automobiles and motorcycles and also provides premium financial and mobility services. The BMW Group production network comprises 31 production and assembly facilities in 15 countries; the company has a global sales network in more than 140 countries.
In 2021, the BMW Group sold over 2.5 million passenger vehicles and more than 194,000 motorcycles worldwide. The profit before tax in the financial year 2020 was € 5.222 billion on revenues amounting to € 98.990 billion. As of 31 December 2020, the BMW Group had a workforce of 120,726 employees.
The success of the BMW Group has always been based on long-term thinking and responsible action. The company set the course for the future at an early stage and consistently makes sustainability and efficient resource management central to its strategic direction, from the supply chain through production to the end of the use phase of all products. www.bmwgroup.com
What is Antavo?
Antavo is the AI loyalty and incentives platform that brings together loyalty, promotions, and agentic AI to turn customers into regulars: the customers who come back on their own, buy more often, and bring others with them. For more than a decade, Antavo has powered identity-led loyalty strategies for brands including SKIMS, Paul Smith, KFC, Flying Tiger, and Hyatt’s Inclusive Collection. Marketers build, change, and launch programs and promotions themselves, without waiting on engineering. Learn more at antavo.com.
Media Contacts
BMW UK
Helen Wilson
Senior Press Officer
07815 372 480
Antavo
Eva Bacsi
Marketing Director
Frequently asked questions about Antavo
What can brands build with Antavo?
Brands use Antavo to run the whole loyalty and incentives program on one platform: points, tiers, challenges, streaks, referrals, clubs, and rewards beyond discounts; promotions and incentives for members and non-members alike, from bonus points and promo codes to bundles and cart-level offers; and agentic AI built in. Everything runs online, in store, on mobile, and in wallet, and marketers launch it themselves.
Who uses Antavo?
Antavo works with mid-market and upper-mid-market brands across fashion, retail, beauty, travel, hospitality, restaurants, and sports in North America and Europe: multi-market, omnichannel brands with a strong identity and customers worth keeping, including Paul Smith, KFC, SKIMS, Rip Curl, Benefit Cosmetics, and Hyatt's Inclusive Collection.
How long has Antavo been around?
Antavo was founded in 2012 and has been building loyalty programs for more than a decade, with teams across Europe and North America serving brands worldwide.
Why do brands switch to Antavo?
Most loyalty programs get stuck: reduced to a discount engine, generic to customers, or too rigid to evolve. Antavo removes those compromises. Brands get a program that feels unmistakably their own, loyalty and incentives on one platform, and the depth to handle tiers, expirations, refunds, and many markets at scale. Their own marketers run it: a tier change in an afternoon, live when they press the button.
How does Antavo use AI?
Antavo's agentic AI is built in, not bolted on. Two named agents do the work: the AI Loyalty Expert, which turns your ideas into a build-ready program, and the AI Analyst, which turns your data into clear answers and reports. Both work inside Antavo or connect to Claude and ChatGPT, and every answer is grounded in your own program and data.
What does Antavo integrate with?
Antavo is API-first with real-time webhooks and deep pre-built integrations, from Shopify, Klaviyo, Braze, and Bloomreach to the CRMs, CDPs, ESPs, and POS systems you already use. Antavo plugs into the stack you already run rather than replacing it.
