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Shell New York Gasoline Giveaway Drives Customer Traffic and
Increases Volume at Participating Locations
HOUSTON, Feb. 24 /PRNewswire/ -- Shell Oil Products US and Motiva Enterprises
LLC, marketers of the No. 1 selling gasoline brand in the United States,
announced that the Shell New York Gasoline Giveaway successfully generated
awareness of newly re-imaged Shell stations in New York and Connecticut and
increased customer traffic for participating Shell-branded retailers and
wholesalers. During the four-week promotion the combined volume of all
participating locations increased by more than 1 million gallons compared to
same-store sales for the same period in 2003.
During the promotional period each site held customer appreciation events to
heighten customer traffic and educate consumers about the giveaway. The events
included radio remotes, special offers and product sampling in the convenience
stores, games as well as giveaways ranging from Shell gift cards to T-shirts to
beach balls. Additionally, sites were decorated with pennants, balloons and
bunting. Point of purchase materials, including pole signs and pump toppers,
were utilized to encourage repeat business.
According to sales data, the volume uplift continued at participating sites
with a total increase in volume of more than 2.6 million gallons from October
2004 through December 2004 as compared to same-store sales for the same time
the previous year. Local operators were pleased with the increase in business.
According to New York Shell station operator Sal Jamal, the promotion helped
enhance the relationship between his store and his customer. "This promotion
and the eye-catching colors of the new image helped draw people into the
station," Jamal said. "I was glad to see Shell support the market with customer
appreciation events and to see a positive response from customers on the fresh
new look of my site."
The giveaway, which included three grand prizes, gave entrants the chance to
win a one-year supply of Shell gasoline. More than 4,000 people entered the
sweepstakes, and the three grand-prize winners were selected at a grand finale
event held in November at a Shell station in Elmont, New York.
Shell Oil Products US, a subsidiary of Shell Oil Company, is a leader in the
refining, transportation and marketing of fuels, and has a network of nearly
6,600 branded gasoline stations in the Western United States. Shell Oil Company
is a 50 percent owner of Motiva Enterprises LLC, along with Saudi Refining,
Inc., which refines and markets branded products through more than 9,400
stations in the Eastern and Southern United States. Shell Oil Company is an
affiliate of the Royal Dutch/Shell Group of Companies (NYSE:RDNYSE:SC). For
more information, please visit http://www.shell.com/ .
DATASOURCE: Shell Oil Products US
CONTACT: Anne Peebles, +1-713-241-1584, or Katie Floyd, +1-713-241-5225,
both of Shell Oil Products US
Web site: http://www.shellus.com/