Magazine article Marketing

Shell Agency in Card Push Plans

Magazine article Marketing

Shell Agency in Card Push Plans

Article excerpt

Shell has called in a direct marketing agency in time for the national roll out of its pioneering smart card loyalty scheme next month.

The agency, Barraclough Hall Woolston Gray, has been appointed to develop a strategy around the data harvested by the card. BHWG saw off competition from O&M Direct, Option One, and Sheard Thomson Harris.

"We have done small-scale direct marketing in the past but we now have a massiv database and we had to ask how we would use that to its best advantage," said a spokesman for Shell.

Shell Smart, which launched in Scotland in July, will give the petrol retailer customer names and addresses as well as recording individual spending patterns. Around 150,000 cards have already been issued north of the border. The target for the UK is three million.

"We can work out when people buy, where they buy and how often they buy," said the spokesman. "Once we begin to segment that database we can begin targeting people with individual offers. …

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