Under the Hood of Shell's $100 Million Loyalty Program
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Did you know that Shell Oil is the only major fuel brand that still operates in all 50 states? The company boasts 14,000 sites across the country, in fact. But the proprietary gas stations of big box retailers and grocery stores have become formidable competitors in the last 20 years, and now account for about half of the market, increasing the pressure on Shell to drive loyalty.
“Forty-two percent of all U.S. drivers frequent or come to Shell,” says Dan Little, the company’s head of marketing for North America. “But when it gets to loyalty, which is a measurement of frequency, we’re pretty much middle of the pack versus the other majors.” Little and his team hope to change this statistic with an innovative, many-pronged approach to building consumer loyalty.
The road to more rewards
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