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Convenience Store News (USA): Shell Launches Gas-Card Promotion ( 17 April 05


 HOUSTON -- Shell Oil Products US has launched “Get $25 Back,” a new second-quarter incentive promotion designed to reward new Shell Gasoline Card holders for their fuel purchases.


Now through June 30, customers who apply and are approved for the proprietary, no-fee Shell Gasoline Card are eligible for a $25 rebate. After making four purchases on their new card within the first 60 days, customers will receive the rebate on their credit-card statements.


“Since 75 percent of the United States population lives within five miles of one of Shell's convenient coast-to-coast quality fuels and service provider locations, there is real value in being a branded cardholder of this network,” said Carolyn Yapp, Shell US card and payments manager.


The rebate incentive program is based upon a successful program Shell began in 2004, which resulted in a 50 percent increase in Shell Gasoline Card applications from the previous year and more than 30,000 new cardholders.


The promotion is also designed to drive traffic to sites while increasing the number of cardholders. According to the company, Shell Gasoline Card customers purchase double the amount of fuel as regular bankcard customers.


Shell also does not charge transaction fees on the Shell Gasoline Card, which benefits its Shell-branded wholesale, direct retail and multi-site operators. Additionally, the incentive program also rewards marketers, managers and store employees with Shell V-Power gasoline gift card prizes based upon the number of new credit card applications submitted.


The “Get $25 Back” promotion will be supported with elevated POP site materials and co-op print and radio advertising.


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