Shell set to expand rewards-at-pump rollback strategy

摘要

Watch for Shell to grow its new pump price-rollback strategy following what the company calls a successful rollout. Marketing execs with Shell expect the rewards program to be available at 1,800 branded jobber and contractor-operated sites by year's end. Currently, about 1,000 outlets offer the rewards, which allow them to tailor promotions based on their local marketing needs. Officials are pleased with the early results of the strategy. Sales of V-Power premium jumped 12% from January to June this year, Shell card transactions were up 17%, and carwash sales jumped 22%, says one Shell exec. "We're on track with where we want to be," she says.