2019 Bronze Automotive
04 Dec 2019
Agency: Wunderman Thompson UK
Client: Shell UK
Campaign Name: ShellGo+
Campaign Overview: With consumers’ energy needs evolving, Shell sought to become a retailer to improve customer journeys and ensure it wasn't just seen as a fuel brand. A new CRM programme drove customers to visit more frequently, and buy more from forecourt shops.
Strategy
Go+ was designed with the customer in mind: easier to use and more rewarding.
A pointless points scheme was ruled out. Instead, a “visit tracker” guaranteed fuel rewards after 10 qualifying visits to make rewards easier for members to grasp.
Customers could use rewards in the shop, with additional with free rewards on offer.
The CRM programme was underpinned by a decision engine that determined the next best offer to give to a customer based on transactional behaviour, predictive modelling and “generosity calculations”.
Purchases were pinpointed for every customer across categories, encouraging people to increase frequency and level of spend.
The Go+ app meant people no longer needed to use a plastic card to show they were a loyal customer.
Creativity
Wunderman built a suite of vibrant, light-hearted communications to engage customers throughout their journey.
Programme content was delivered in tailored, bite-size chunks, managed using complex rules.
Creative played on the theme of fuelling being a boring chore, with the promise of Go+ rewards to surprise and delight.
Results
Shell Go+ launched in March 2019 and one million customers have already registered; 64% of the target for the year.
Sign-ups continue at around 20,000 per week compared to the previous programme (Shell Drivers’ Club).
Customers migrating from the old scheme are visiting more frequently (30% higher), have increased their total fuel fill volume (14% higher), and shop visits and purchases have increased by 39%.
The opt-in rate of 88% is unprecedented, alongside an email open rate of 57%.
The Team
Danielle Pettitt, Strategy Director, Wunderman Thompson UK - Suzanne Lennox, Business Director, Wunderman Thompson UK - Michael Collard, Senior Account Director, Wunderman Thompson UK - Rui Antunes, Creative, Wunderman Thompson UK - Sunchi Mathur, Creative, Wunderman Thompson UK - Ian Saunders, Creative, Wunderman Thompson UK - Mark Hoyle, Creative, Wunderman Thompson UK - Modestas Jurkus, Creative, Wunderman Thompson UK - Sam Oakes, Creative, Wunderman Thompson UK - Dominic Allkins, Data Strategy Director, Wunderman Thompson UK
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