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
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.