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...