Simplification is Key to Sophisticated Customer Loyalty for Royal Dutch Shell

Running a loyalty program is wrought with challenges. If you’re Royal Dutch Shell, it can be 20 times more difficult. “We have twenty-three programs in twenty-two international markets,” states Carolyn McKeever, Global Head of Loyalty, Royal Dutch Shell. “We are in six coalition programs and the rest are owned Shell programs. There’s not much we don't know about loyalty programs, to be honest.” One thing Shell knows for certain is that it....

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