Shell PlusPoints to be replaced by new Drivers Club

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By: Wise Marketer Staff |

Posted on May 17, 2007

Shell PlusPoints to be replaced by new Drivers Club

Shell UK has announced the launch of its new loyalty scheme, the 'Shell Drivers Club', to replace the fuel retailer's existing PlusPoints loyalty card, beginning with a 6 million point giveaway over the programme's first nine weeks.

The new Shell Drivers Club promotion will initially run for nine weeks (starting on 10th May 2007) and is giving out 100,000 points each day (equivalent to £500 worth of Shell fuel, 5,000 Air Miles, or a donation of £1,000 toward carbon reduction schemes).

Earning and burning The new programme rewards customers for Shell fuel purchases, with each litre of fuel earning the member 1 Shell Drivers Club point, which is worth £0.005 (half a penny) - a total reward rate of 0.5% of spend.

For their rewards, members can choose between discounts fuel and high street shopping, Air Miles, or donations to carbon reduction projects. Those who redeem their points for discounts on fuel purchases will receive quarterly vouchers that can be redeemed at Shell Service Stations nationwide. Alternatively, points can be exchanged for shopping vouchers at high street retailers including Argos, Kingfisher, B&Q, Comet, Woolworths, Boots, Debenhams and Next.

Air Miles partnership Shell's long-standing loyalty programme partner Air Miles will also be continuing its involvement, and members will earn 1 Air Mile for every 20 litres of fuel purchased (with points being added to their Air Miles account on a quarterly basis).

For all carbon reduction scheme donations, Shell has promised to match all loyalty point contributions and to send e-mail certificates to customers each quarter to inform them of the contribution they have made.

PlusPoints migration As well as being available to new members, the PlusPoints programme's existing 1.4 million cardholders are being given the opportunity to migrate their existing points, and will begin receiving rewards from July 2007. Active PlusPoints members will receive a new Shell Drivers Club card in the mail within the next few weeks. In the meantime, new members can obtain a card from participating service stations.

Shell's top-tier loyalty programme, the Shell V-Power Club, will continue alongside the new programme, with its members earning double points on purchases of Shell V-Power and Shell V-Power Diesel fuels.

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