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Marketing: Shell broadens base

Marketing Magazine

7 May 1998

Marketing: Shell broadens base

Shell’s Smart card – currently the subject of a High Court dispute over its copyright – is being extended to cover 25 brand partners.

Card holders in much of the UK can currently only collect points at Shell or John Menzies and redeem them at Shell, UCI cinemas, John Menzies, and Super-Bowl.

But following a year-long test in Scotland, consumers can now collect points on purchases from Vision Express, Avis Rent A Car, Vauxhall, Hilton Hotels, British Gas and others.

The list of outlets card holders can spend points at is much longer and includes retailers such as Next and Dixons, and leisure brands such as airline KLM UK and Le Shuttle.

Over four million people collect Shell Smart points, making it one of the largest non-supermarket loyalty schemes.

Original Article

Shell broadens base

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