eMoney News

News in-depth: Shell discusses benefits of loyalty scheme
6 Dec 2011

More businesses may be thinking of adopting a loyalty scheme after they were praised by Shell, one of the world's biggest brands.

Shell Oil Products US recently announced that it is relaunching its rewards programme to become the Fuel Rewards Network (FRN), Convenience Store Decisions reports.

It first started the scheme back in 2009, but wants to continue to evolve it based on consumer feedback and new data.

Shell customers can pick up a card and then use it to collect points each time they go grocery shopping. These points can then be redeemed against fuel purchases.

Furthermore, cardholders can also benefit from a smartphone app that turns their mobile into a loyalty card and exclusive e-coupons giving money off other purchases.

Dan Little, marketing manager for Shell Oil Products US, said he has seen people build up enough points to fill up their fuel tank for mere pence.

"These rewards provide the opportunity for significant discounts, which is what are customers are asking for in this difficult economy," he added.

His colleague Rick Altizer told the magazine the loyalty scheme is a comprehensive programme the company is "very excited about".

Last month, IPSOS Mori and the Logic Group found that 46 per cent of consumers would be open to a loyalty scheme in a physical retail outlet, as long as it was suitable for them.

Lots of brands and stores now offer cards on which to collect points, from Domino's and Coffee Republic to Pizza Hut and Subway.

However, as chairman of Aimia Richard Baker recently told the Loyalty World conference, it is vital not to simply use them as a method of data collection but to offer tangible rewards for carrying a card and regularly topping it up.

Rewards could include free meals, exclusive offers and even content for mobile phones such as games and informative apps.

Bookmark and Share
sQuid alternative payment network is protected