CLAIMED TO BE the world’s first Web site to dispense loyalty points, Shell UK has launched a site (www.smartuk.co.uk) featuring the ShellSmart loyalty card with hotlinks to its promotional partners - the RAC, Commercial Union, John Menzies, UCI Cinemas, Victoria Wine and Vision Express. The scheme’s 4m cardholders can accrue up to seven points weekly simply by visiting participants’ sites, redeeming them later at Shell service stations, John Menzies outlets or UCI cinemas. No purchases are necessary. Safeguards have been built into Shell’s ‘host’ site to prevent streetwise surfers from programming automatic visits to all the sites to gain points. Enthused Shell: ‘This could be the start of a new currency on the Web.’