A FIRST DATA CUSTOMER SUCCESS STORY:
Shell Oil Company Increases Revenue
and Builds Customer Loyalty With the
Shell Saver Card
Client
Shell Oil Company is an energy and petrochemical company
Shell Oil Company
with over 93,000 employees in 90 countries and more than
14,000 Shell stations in the United States alone. Like every
Challenge
Shell sought to increase loyalty
and sales by offering customers
fuel discount opportunities through
a non-credit payment option.
innovative company, Shell is constantly seeking ways to serve
customers better and, simultaneously, grow loyalty and revenues.
Already offering consumers a variety of credit payment and loyalty
solutions, Shell realized an opportunity to offer its non-credit
customers a debit-type payment solution that also provides fuel
Solution
Using First Data’s CONNECTPAY
solution, Shell designed the
Shell Saver CardSM, which provides
customers with a secure payment
option that offers fuel discounts
and acts like a PIN debit card.
SM
Results
According to a recent survey, 48%
of consumers reported increased
frequency in gas purchases at Shell
stations after obtaining the Shell Saver
Card. Shell also saw a six-fold increase
in Shell Saver transactions on a recent
“WINsday” promotion.
discounts. No credit check. No fees.
Teaming up with First Data for a turnkey solution called
CONNECTPAY, Shell rapidly launched the Shell Saver Card
program and has seen both loyalty and revenues grow. “In this
pay-as-you-go economy, we’ve discovered that many people
prefer to pay directly from their checking account,” says Chris
Suess, Consumer Card Manager for Shell North America.
“This has been an excellent program for our company and
for our customers.”
A First Data customer success story: Shell Oil Company Increases Revenue and Builds Customer Loyalty With the Shell Saver Card
48%
of consumers reported increased
frequency in gas purchases at
Shell stations after obtaining the
The Challenge
Shell Oil Company has always offered a number of innovative and convenient
payment solutions to its customers, from loyalty programs to credit and gift cards.
However, the energy and petrochemical company did not have a payment solution
that allowed non-credit customers to realize savings at the pump through a loyalty
program. With an increasing number of consumers looking for ways to better manage
budgets through fuel savings and non-credit card payments, Shell sought a
debit-type solution that would also grow loyalty among non-credit customers.
Shell Saver Card, according to a
recent survey.
The Solution
Shell, already a First Data partner for its payment processing needs, launched the
Shell Saver Card using First Data’s CONNECTPAY solution. The Shell Saver Card works
like a closed-loop loyalty card and a secure PIN debit card and requires no consumer
credit check or program and enrollment fees. Further, CONNECTPAY transactions are
securely deducted from the consumer’s checking account (ACH-based payments),
which provides the security of a PIN-debit card for consumers and reduced
transaction fees for Shell. Shell wanted to use these cost savings to provide fuel
discount promotions for Shell Saver cardholders.
Because of First Data’s turnkey solution, Shell found it easy to implement the
program, assuring the company could focus on its business rather than card
issuance and management. First Data provides the call center, application processing,
produces and ships the cards and provides loyalty program management, including
the ability to support targeted promotions. Additionally, Shell stations were able
to use existing point-of-sale equipment to accept Shell Saver Card payments. And
because First Data processes all of its payment transactions,Shell has convenient
access to view all of its payments within a single reporting tool, offering additional
operational efficiencies.
The Results
Shell has inspired brand loyalty. According to a recent survey, 48% of consumers
reported increased frequency in gas purchases at Shell stations after obtaining the
Shell Saver Card. Overall, Shell found that Shell Saver Card customers used their cards
in lieu of debit cards and increased purchase frequencies while utilizing their cards at
multiple Shell locations.
Additionally, the company increased revenues thanks to targeted discount
promotions. As an example, the Shell “WINSdays” promotion gives cardholders
a 22-cent-per-gallon fuel discount on the Wednesday after the Shell car wins a
NASCAR points race. Shell recently saw a six-fold increase in Shell Saver transactions
on a recent “WINsday” promotion and the program continues to deliver revenue
spikes on “WINsdays”, as well as an increase in Shell Saver Card enrollments.
“First Data has been a great partner for Shell,” says Chris Suess, Consumer Card
Manager for Shell North America. “We have plans to continue growing our loyalty
programs and providing customers with the best in payment solutions while we grow
revenues through cost savings and targeted promotions. The CONNECTPAY solution
has been a valuable loyalty and payment tool for us.”
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