Campaign details

Brand: Shell UK
Lead agency: Wunderman Thompson UK

Campaign Overview

With consumers' energy needs evolving, Shell sought to become a retailer to improve customer journeys and ensure it wasn't just seen as a fuel brand.

A new CRM programme drove customers to visit more frequently, and buy more from forecourt shops.

Strategy

Go+ was designed with the customer in mind: easier to use and more rewarding.

A pointless points scheme was ruled out. Instead, a "visit tracker" guaranteed fuel rewards after 10 qualifying visits to make rewards easier for members to grasp.

Customers could use rewards in the shop, with additional with free rewards on offer.

The CRM programme was underpinned by a decision engine that determined the next best offer to give to a customer based on transactional behaviour, predictive modelling and "generosity calculations".