Shell axes points – and Avios – in loyalty club relaunch

shellShell is ditching its Drivers’ Club loyalty scheme for a new programme – dubbed Shell Go+ – which will shun a points-based approach to offer member discounts instead.

Shell Drivers’ Club was launched in 2007, and allowed its 1.5 million members to exchange points for Avios Rewards. However, the new app-based scheme will take a leaf out of the MyWaitrose and M&S Sparks programmes by offering tailored discounts.

Shell UK marketing manager Michael Hominick said the aim is to create a loyalty programme which gives rewards back to customers for all of their visits to service stations, whether they are coming in for a cup of coffee, a car wash, or a full tank of fuel.

These include 10% off hot drinks and Jamie Oliver deli by Shell and deli2go every visit; money-off fuel every 10 visits, having spent at least £2 in the shop or £10 on fuel; and £3 off Shell V-Power for every 300 litres bought.

Hominick claimed: “This is a pioneering and leading rewards programme, and we’re going to be absolutely leading the way in how rewards programmes work – not just in the competitive forecourt sector, but also across the whole retail sector.

“We’re expecting more customers, coming more often, spending across the different offers we’ve got in the service stations.”

Hominick said there would also be some “surprises” along the way of special offers, or even free items from time to time to reward customers for the business they are bringing to Shell service stations.

He added: “It’s a real mixture. Scale is proportionate to how much business people are bringing. The more you spend as a customer, the more you save. And because the two things are so nicely linked together, the value exchange grows. If customers buy into both the fuel and the shop they really see the maximum potential of the savings in the programme.”

Shell Drivers’ Club will close down later this year, but Shell hopes to double the number of users signing up to the new scheme to 3 million by the end of 2019. Wunderman and Accenture Interactive both work on Shell’s CRM account.

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