The SMART loyalty card has moved onto the web (www. smartuk.co.uk).
The seven companies involved in the scheme, which awards loyalty points
for buying goods, have agreed to hand out extra points for visits to their
Web users can pick up an extra seven points a week by visiting the Shell,
Commercial Union, John Menzies, RAC, UCI Cinemas, Victoria Wine and Vision
Express sites. They can then get the points transferred onto their cards
at Shell service stations, and even sign up for a SMART card online.
The online launch coincides with Shell UK’s web debut
SMART manager Gary Anderton commented: ”When we knew that Shell were
launching their web site, we looked at ways in which SMART could get
involved. This could be the start of a new currency on the web.”
Although none of the sites involved is transactional, Anderton said he was
not worried about handing out points without anything actually having been
bought. ”People will have shown a proactive desire to read something that
we have to offer,” he added.
Shell UK media and communications manager Fran Morrison said that apart
from the SMART element, the main focus of the new Shell site was on
changing the way the company is perceived. ”We want to show a side of
Shell UK which has been forgotten in recent years, that’s warm, friendly,
funny, and in touch with customers. The web allows you to do that in a way
that few other media do.”
The site has an interactive game aimed at children, and a cartoon
featuring the stone age ’Fossil Family’ who are transported into the
modern era and learns about the benefits of oil and gas. ”People also get
the idea that we have a sense of humour,” added Morrison.