Shell Go+

Shell UK, an oil industry company, improved customer experience by creating a reward scheme that tracks customer visits and gives them rewards based on their past purchases.

Campaign details

Brand: Shell UK Lead agency: Wunderman Thompson UK

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.