The gas division of Shellis set to launch a new loyalty card scheme with supermarket chain GB and Fortis bank.

The new card, which will be launched in mid-September, aims to attract two million families, half the Belgian population. The current GB scheme has 1.5 million members, but, according to Genevieve Bruynseels of GB, “We want to raise that considerably".

Members will be able to gain points buying petrol and groceries, and making bank transactions. The move is seen as a reaction to the scheme between Delhaize>, a rival supermarket, and rival petrol retailer Q8.

A new company, Customer Loyalty Programme Belgium, has been set up by the three participants to manage the scheme.

News source: Advertising Age - International Daily