Shell Canada is included in a global group of energy and petrochemical companies boasting an average of 92,000 employees in more than 70 countries. The brand has operated in Canada since 1911. Customer engagement activities, such as the “Shell Voice of the Customer” contest, are designed to generate excitement about the brand while gaining key insights about its customer base.
Shell Canada was selected as a finalist for the Offer, Incentive, and Reward Design category for this year’s Loyalty360 Awards, to be held at the Loyalty Expo June 4-6 in Orlando, FL. Mark Johnson, CEO of Loyalty360, spoke with Rachel Vandewal, Loyalty Marketing Coordinator at Shell, about the upcoming presentation.
Could you give us a brief overview of your awards presentation that will be made at the 2024 Loyalty Expo?
Vandewal: I’m planning to share a bit about a series of offers that we put into market earlier this year that were designed to drive Shell actives and overall loyalty penetration.
In addition to the rich mass offer, we added a sweetener to incentivize ShellGO+ member acquisition into our best customer program.
Who do you think would benefit most from your award presentation at the conference?
Vandewal: Any marketer who wants to maximize the effectiveness of their loyalty offers will benefit the most.
What are a few key takeaways attendees can expect to learn from your awards presentation?
Vandewal: At the Loyalty Expo, attendees will walk away with an understanding of how:
- Rich flash offers grab the attention of the target audience.
- Adding sweeteners to a mass offer to incentivize program acquisition works well.
- Combining multiple goals into one campaign by targeting the messaging appropriately results in increased offer efficiency.
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Please visit
LoyaltyExpo.com to learn more about Loyalty360’s upcoming Loyalty Expo, including details on the event agenda and how to register.