February 06, 2006 -
HOUSTON -- Shell Oil Products' branded credit card enjoyed a prosperous 2005, with increases in the number of Shell-branded cardholders, brand loyalty values and four new pilot programs. The year concluded with a brand-new industry credit card triple rebate offer.
"The triple-triple reward program is yet another example of the dedication of Shell to finding new and innovative ways to offer consumers savings at the pump," said Elizabeth Hudson, manager of the Shell MasterCard program at Shell Oil Products US. "It also helps ensure that Shell continues to maintain one of the largest credit-card portfolios in the industry."
The Shell Platinum Select MasterCard fourth-quarter promotion offered new Shell Platinum Select MasterCard credit-card holders the opportunity to earn triple rebates for 60 days on all Shell gasoline purchases, the first $100 spent at Jiffy Lube locations per day and everyday purchases. For the first 60 days new cardholders earned a rebate of 35 cents per gallon at an average price of $2.35 per gallon when using the card for their Shell gasoline purchases.
As of Dec. 1, halfway through the promotion, the number of Shell Platinum Select MasterCard applications had already matched the number achieved by the previous year’s entire promotional period.
Another successful Shell branded card promotion was the second-quarter "Get $25 Back" promotion targeted toward new Shell Gasoline Card holders. This proprietary no-fee card is ideal for consumers just beginning to build their credit ratings. Cardholders that made four purchases with their new Shell Gasoline Card within the first 60 days received a one-time $25 rebate on their monthly statement.
The Shell Gasoline Card applications submitted during the second quarter met this year's promotion target and exceeded last year's promotional efforts.
"We know how valuable this deck is to our network partners, so we are committed to implementing programs that will grow our Shell-branded credit-card accounts," said Shell U.S. Card & Payments manager Carolyn Yapp. "Every new cardholder represents savings to our retailers and wholesalers because there is no processing fee associated with Shell-branded consumer card transactions. That means there is no charge to our retailers and wholesalers when a Shell card is used at their site, which they see as a great deal for them."
In 2005, Shell-branded card use increased 2.3 percent on a same-store basis over the prior year. Increased loyalty literally pays off, as Greg Wehr, loyalty marketing manager, explained: "On average, Shell-branded cardholders purchase 2.5 times more Shell gasoline per month than non-branded cardholders who fill up at Shell. Growth of our Shell-branded card programs continues to be our major emphasis to build loyalty of the Shell brand."
This year is special for Convenience Store News, as it marks the 40th year of publication, making it the longest continuously published news source for the convenience store industry.
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February 06, 2006 -
HOUSTON -- Shell Oil Products' branded credit card enjoyed a prosperous 2005, with increases in the number of Shell-branded cardholders, brand loyalty values and four new pilot programs. The year concluded with a brand-new industry credit card triple rebate offer.
