#32: Shell’s Loyalty Purpose – “To Understand”

The Shell Driver’s Club was an iconic UK loyalty programme with over 1.5 million members being rewarded for their fuel purchases, however in 2019, it was closed down and replaced by an exciting NEW strategy and a target to achieve double the membership to 3 million members.

This new loyalty sub-brand is called “Shell Go+” and it offers an entirely new approach focused on driving purchases from Shell’s full range of products and services in store, rather than simply fuel.

This episode of Liquid Barcodes Live Loyalty podcast discuss the new value proposition Shell UK has chosen in this massive market to entirely replace its previous points structure and discusses the benefits and reasons for it, as well as some of the trade-offs that inevitably result.

Go+ is expected to be rolled out as the new digital loyalty programme globally to enable Shell connect and learn about its customers preferences so this is a great episode to listen and learn all about the latest loyalty strategy from Shell UK.

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