Shell Go+

Shell UK, an oil industry company, improved customer experience by creating a reward scheme that tracks customer visits and gives them rewards based on their past purchases.

Campaign details

Brand: Shell UKLead agency: Wunderman Thompson UK

Campaign Overview

With consumers' energy needs evolving, Shell sought to become a retailer to improve customer journeys and ensure it wasn't just seen as a fuel brand.

A new CRM programme drove customers to visit more frequently, and buy more from forecourt shops.

Strategy

Go+ was designed with the customer in mind: easier to use and more rewarding.

A pointless points scheme was ruled out. Instead, a "visit tracker" guaranteed fuel rewards after 10 qualifying visits to make rewards easier for members to grasp.

Customers could use rewards...

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