#AsiaeCommerceAwards 2021 highlight: Shell Go+ loyalty programme brings convenience in an app

With a high smartphone penetration rate in Asia Pacific, Shell Philippines wanted to create an app-enabled rewards programme to provide its customers the flexibility, interactivity and richness of experience that traditional card-based rewards programme cannot offer. Working with Geiser Maclang Marketing Communications, the team launched the Shell Go+ app to complement its existing loyalty programme. The app was well-received by Shell customers and took a finalist position for Best eCommerce Loyalty Programme at MARKETING-INTERACTIVE’s Asia eCommerce Awards 2021.

Challenge

Traditionally, many rewards programmes for motorists were card-based. Consumers often only had a vague idea of the benefits unless they bothered to read up on the benefits from the accompanying booklet or designated website. With the ubiquity of smartphones and society’s ever-growing preference for mobile app-based solutions, Shell knew that an app-based rewards programme would be the solution to provide customers with a one-stop platform for all rewards and promotions. The pandemic further increased the demand for contactless transactions and Shell needed to launch its app urgently.  

Shell also faced the challenge of changing people’s perceptions that Shell was simply about refuelling. Shell hoped to become a symbol of convenience for motorists, whether there is a need for snacks for a fun road trip or coffee to help stay awake on the roads.

Solution

The team aimed to launch Shell Go+, an app-based loyalty programme for Shell customers that offers a competitive rewards structure as well as convenience and flexibility as users can easily access benefits, keep track of points and get updates on any ongoing promotions and discounts. 

Shell Go+ members can earn points from fuel, lubricant and Shell’s Deli2go cafes and Select shop purchases. Active members can also make use of the app’s 24/7 free roadside assistance service. 

For professional drivers, Shell Go+ even offers personal accident insurance to mitigate the hazards of their profession and scholarship benefits for active members and their families. Shell Go+ members can take technical vocational courses offered by institutions accredited by Technical Education and Skills Development Authority. The scholarship programme and continuing education aim to provide Shell Go+ users with greater opportunities to augment their current income. With all these offers and by learning collecting data of individual buying behaviour to send personalised and relevant offers based on the customer’s profile and transactions, Shell Go+ hoped to become the top-of-mind solution for more than just fuel for all its users. 

Execution

To create awareness for Shell Go+, a mix of outdoor and on-site (Shell stations) advertising was utilised for visibility. The team also leveraged heavily on digital, social media and influencer content to raise awareness and communicate unique benefits of the app to their audience since many of Shell’s target audience is tech-enabled and spend a significant amount of time online. Since Shell’s primary market is the motoring public, efforts to gain visibility were concentrated on outdoor advertising platforms along major roads with high visibility. Ads placed at Shell stations also played an important role as loyal customers are more likely to sign up for the Shell rewards progamme. 

Results

The launch of Shell Go+ was a success. Through the team’s sustained visibility and online efforts, ad hoc promotions and category of product-led efforts, the team attracted more than 100,000 new, unique, digital members. The app also contributed to a 28% growth in fuel volume, 34% increase in lubricant transactions and an astounding growth of 984% in convenience retail transactions. Despite a relatively modest budget, Shell Go+ was able to gain a strong and engaged user base by adapting to new trends and customer behaviour. While promotional efforts were well- targeted, the app format itself became the reason people wanted use Shell Go+ and the app was also successful globally.

Shell Go+ had over 700,000 downloads in the Philippines after a year of its launch with 90% registering to opt-in to the rewards program. Registration for Shell Go+ was four times higher than its closest competitor’s digital loyalty programme despite them launching their programmes ahead of Shell.

Ultimately, the team achieved its goal of making Shell Go+ a convenient solution for motorists in the Philippines.