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Forecourt Trader: Don’s Smart writ


Forecourt Trader: Don’s Smart writ

May 1998

Shell UK is being sued for allegedly breaching copyright on the idea it used to create Shell Smart Card, its loyalty programme.

John Donovan, managing director of Don Marketing UK, has issued the High Court Writ alleging that the current Smart scheme operated by Shell is based on a proposal that his company disclosed to the oil company in confidence. The writ also alleges breach of contract.

In 1989, Donovan’s company presented the idea of a multibrand loyalty card scheme to Paul King, who at that time was Shell UK’s national promotions manager. In July 1990, Shell took the option.

Further discussions between the two companies continued between 1990 and 1994, however, in February 1994, Shell said that there was no further point of discussion and launched the programme later that year.

Meanwhile, Shell is about to roll-out the Smart Card multi-company loyalty programme nationwide.

This website and sisters,,,, and, are owned by John Donovan. There is also a Wikipedia segment.

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