How Shell personalises its loyalty offer

With drivers seeing little to differentiate fuel retailers and being skeptical of loyalty schemes, Shell set out to make its Shell Drivers’ Club more relevant to members.

Fuel giant Shell used data-driven personalisation of email messages to turn a flow of customers away from its international loyalty scheme into a record rise in incremental sales through the programme.

The project, which also led to more than half a billion extra litres of fuel being sold, won the CRM category at the I-COM Data Creativity Awards 2018 (San Sebastian, April 2018).

David Lloyd, head of data and insight at Shell’s agency, Wunderman, explained that levels of loyalty across the fuel market had been dropping 6% year on year. The sector was saturated with loyalty schemes, and there was...

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