DIRECT: Shell credit card backed by direct marketing effort

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 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.



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