Shell is the world’s largest mobility retailer, by number of sites, with 45 thousand service stations operating in close to 80 countries. This is more sites than McDonalds or Zara, Carrefour, Starbucks and GAP put together. Shell Retail serves 30m+ customers a day who make 11 billion transactions a year. In over 24 of these markets Shell has successfully been operating successful Loyalty and CRM programmes for many years. However, a number of significant factors were beginning to impact customer perceptions and expectations of Shell’s Loyalty programmes and the results of CRM. Shell’s existing CRM programme was primarily focused on driving fuel sales, using mass customised offers to target large segments of customers at a fixed cadence. This has to change and Shell has implemented a full transformation on its CRM programme, becoming a more dynamic, automated and digitally focused programme, balancing fuel/non-fuel offering over time but also redesigning how marketing global operations should be structured.
Speaker: Pierluigi Bosco, Global CRM Lead – Mobility, Shell
