Shell is developing a direct marketing programme to back its new
credit card, which was launched earlier this month with backing from
Royal Bank of Scotland.
Shell has brought in Tequila Payne Stracey to handle direct marketing
and point of sale work for the Shell Visa card. The agency will produce
mail packs, customised pump nozzles at forecourts, and a staff
communications campaign to raise awareness within the company and
increase card take-up among staff.
With the card links to Shell’s smart loyalty card programme, Tequila
will target customers from the five million strong smart database, as
well as new prospects.
The launch of Shell Visa card is expected to be the first of many moves
by Shell Cap-ital, the finance arm of Shell, into new markets backed by
its smart data.
Richard Hawkins, vice president of consumer finance at Shell Capital,
said: ’The Shell Visa card will appeal to our customers who already
collect smart points and who use a credit card wherever they shop.’
The Shell Visa card offers an interest rate of 7.9% APR and smart points
on all purchases.