Shell to replace Smart rewards card scheme

Shell is to scrap its Smart consumer rewards programme, one of the

UK's longest-running loyalty schemes, and replace it with an initiative

to be launched in June.



Shell will develop the new scheme as a more customer-focused

proposition.



Smart members of the existing scheme will be transferred automatically

to the new scheme.



Launched in 1994, Smart was hailed as the first national application of

smart card technology. It has about five million members, who earn

points on purchases at Shell's 1100 outlets, and can redeem them for Air

Miles and discounts on purchases.



A Shell spokesman said that information on the new programme will be

available at forecourts from May 1.



In 1999, Shell defended a law suit from SP agency Don Marketing, whose

owner, John Donovan, claimed it stole his idea for Smart, but Donovan

dropped the action.



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