Shell Launches Get $25 Back Promo

Offers cardholder rebates and wholesaler, retailer, employee incentives for signups

Published in CSP Daily News

HOUSTON -- Shell Oil Products US recently launched a second-quarter promotion designed to reward new Shell Gasoline Card holders for their fuel purchases and further build the company's branded gasoline credit cardholder base. Now through June 30, 2005, consumers who apply and are approved for the proprietary no-fee Shell Gasoline Card are eligible for a $25 rebate, which is currently one of the most competitive credit offers in the petroleum industry.

Customers who make four purchases with their new Shell Gasoline Card within the first 60 days will [image-nocss] receive a $25 rebate on their credit card statements.

The Get $25 back consumer rebate incentive program is based upon a successful program initiated in 2004. Last year, based on the tracked applications received, the promotion resulted in a 50% increase in Shell Gasoline Card applications from the previous year and more than 30,000 new loyal Shell cardholders began shopping at Shell. This year, Shell hopes the enhanced promotion of the Shell Gasoline Card will result in an additional 35,000 new Shell Gasoline Card holders.

The Get $25 back promotion is also designed to benefit Shell-branded wholesale, direct retail and multi-site operators by driving traffic to sites and increasing the number of Shell Gasoline Card holders, which are among Shell's most frequent and loyal customers. Shell Gasoline Card holding customers purchase double the amount of fuel as compared to regular bankcard customers and Shell does not charge transaction fees on the Shell Gasoline Card, another benefit for operators.

Additionally, a Shell-branded wholesale, direct retail and multi-site operator Get $25 Back incentive program rewards eligible marketers, managers and store employees with Shell V-Power gasoline gift card prizes based upon the number of new Shell Gasoline Card applications submitted. The program has expanded to provide higher incentive rewards that include the retail location employees.

We hope the opportunity to sell additional gallons of fuel, combined with financial incentives for signing up new customers to the Shell Gasoline Card, will increase participation at the site level. It's a great opportunity to help build their business, and we hope our operators will take advantage of it, said Shell US card and payments manager Carolyn Yapp.

Shell operators are being backed in their efforts to secure new cardholders by marketing support from elevated point-of-purchase (POP) site materials and co-op print and radio advertising. In addition to promoting the Get $25 back customer incentive, the site messaging also will reinforce Shell's national fuel message by reminding customers to try Shell V-Power.

Shell Oil Products US, a subsidiary of Shell Oil Co., has a network of approximately 6,600 branded gasoline stations in the western United States. Shell Oil Co. is a 50% owner of Motiva Enterprises LLC, along with Saudi Refining Inc., which refines and markets branded products through more than 9,400 stations in the eastern and southern United States. Shell Oil Co. is an affiliate of the Royal Dutch/Shell Group of Cos.