Shell Sequels Popular Cash-Back Promotion
Capitalizing on a successful 2004 incentive, Shell Oil Products U.S. is launching take-two on its efforts to bring in new gasoline credit card holders by dangling a $25 rebate.
Shell upped the ante by $5 this year from the $20 rebate it offered last year that drew 30,000 new cardholders. This year, it hopes for an additional 35,000 cardholders.
Consumers who are approved for the no-fee Shell Gasoline Card will get the $25 rebate on their credit card statements if they make four purchases with the new card within the first 60 days. Consumers must apply for the card before June 30.
Shell U.S. Card and Payments Manager Carolyn Yapp said the company learned last year that when a campaign is made simple enough, the end results are positive.
“Last year we just only had P-O-P signage at retail, but the graphic on the signs was simple to understand,” Yapp said. “When the customer gets it and understands the promotion, they are more likely to sign up.”
This year, Shell added a direct mail component to the marketing mix. And the stakes are high. Shell Gasoline cardholders buy double the amount of fuel compared to regular bankcard customers.
There’s a new employee incentive component as well to help boost applications. Eligible marketers, managers and store employees are rewarded with Shell V-Power gasoline gift cards as prizes based on the number of new applications submitted.
Additional marketing support includes elevated P-O-P site materials and co-op print and radio advertising.
