Major fuel forecourt operator Shell is rolling out a new loyalty programme to its company-owned and dealership site network to reinvent the way it rewards customers. Recognising that customers have changed the way they interact with retailers, the Shell Go+ programme is integrated with the Shell app, allowing easy engagement with, and tracking of, the rewards on offer.
Targeting three million users
The new scheme will supersede the existing Shell Drivers' Club, which will close down later in 2019. Shell hopes to convert the 1.5 million active users of Drivers' Club, a more traditional points and fuel-based scheme, to Go+, as well as seeking to engage with a wider user base with the breadth of the new scheme; based on providing ongoing rewards right across the fuel and food offer.
Regular rewards to boost visit frequency
The new Go+ scheme will now offer Shell customers the opportunity to be rewarded on a greater number of occasions by offering permanent savings on food and drink purchases, as well as creating a simpler mechanic for achieving money-off on fuel. Rewards for members include 10% off every purchase of coffee and deli2go food products, as well as the new Jamie Oliver deli range. Members will also benefit from money off fuel every 10th visit; with a visit defined as £2 spent in store or £10 on fuel.
Speaking to Forecourt Trader magazine Mike Hominick, Marketing Manager, Shell UK said
'We wanted to have something that is always on. To reward people for just being a member of the programme, giving them a reason to some all the time. So we've put what we call member benefits in this programme - things that are always available. We're expecting more customers, coming more often, spending across the different offers we've got in the service stations.'