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Shell to Launch Enhanced Gift Card Program
HOUSTON, April 20 /PRNewswire/ -- Shell Oil Products US, marketer of the No. 1
selling gasoline brand in the United States, today announced the launch of an
enhanced gift card program. The program has been redesigned to give Shell
retailers and wholesalers more value through incremental business and consumer
trial of the Shell brand. The gasoline card has a new design, and the program
will be promoted with new point-of-purchase materials.
(Logo: http://www.newscom.com/cgi-bin/prnh/19990716/SHELL )
The Shell Gift Card is an effective way of introducing consumers to the brand
and giving motorists the opportunity to experience Shell services and products.
According to David Bunch, the company's manager of credit cards, gift cards
are one of the fastest growing categories and most valuable marketing tools
available.
"The retail gift card business in the United States is a $50 billion industry.
In fact, more than 70 percent of U.S. consumers purchased a gift card during
2003, and 56 percent of that group spent more than the monetary value of the
card," said Bunch. "With the largest number of retail stores in the U.S., our
retail footprint and brand strength give Shell a distinct competitive advantage
in gift card marketing."
Last year, the Shell Gift Card program generated more than $70 million in
sales. Approximately 85 percent of those sales were categorized as incremental
volume. With the new program, Shell expects gift card sales to increase by 12
to 15 percent in 2004.
Other changes to the program also include two new vendors: SVM, the incentive
industry's leader in the sale of prepaid gasoline and retail gift cards, and
Paymentech, L.P., a national electronic payment processor known for
state-of-the-art systems and premier point-of-sale transaction processing. SVM
will be the Shell Gift Card provider and will handle production, distribution
and marketing of the card. Paymentech will process the Shell Gift Cards at
Shell locations across the United States and at other participating retail
stores.
SVM will promote the Shell Gift Card heavily through business-to-business
marketing. Additionally, SVM will customize cards to fit the growing
promotional and rewards needs that many U.S. companies have today. The gift
card also will be featured in advertisements in numerous magazines that
represent a variety of industries, including automotive, sales and marketing,
human resources and general business.
"Utilizing incentive-driven marketing programs with large businesses is an
effective way to promote the Shell Gift Card and opens an entirely new, and
largely incremental, marketing channel for Shell and our channel partners,"
continued Bunch. "With two industry leading companies like Paymentech and SVM,
we are confident the execution of our new program will be flawless and that
we'll find additional ways to further enhance the Shell Gift Card in the
future."
Shell retailers and wholesalers are responding positively to the new program
with strong initial enrollment. In fact, in the first quarter of 2004, the
number of participating stations doubled from the previous year. Each retailer
that signs up will receive newly designed point-of-purchase materials and an
inventory of Shell Gift Cards. Currently, there is no transaction fee on the
Shell Gift Cards, saving retailers and wholesalers the credit card transaction
fees that are applied when motorists purchase gasoline with a major credit
card.
Shell Gift Cards will be sold through SVM, Shell Source and
http://www.shellus.com/ as well as at participating Shell stations and
participating Walgreen's, Safeway and Safeway-affiliated stores.
Company Information:
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
7,500 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 11,000
stations in the Eastern and Southern United States. Shell Oil Company is an
affiliate of the Royal Dutch/Shell Group of Companies (NYSE:RD/SC). For more
information, please visit http://www.shell.com/ .
SVM, an industry data source company based out of Chicago, is the leader in the
sale of prepaid gasoline cards and retail gift cards in the incentive industry.
The company has been distributing, marketing and customizing cards to fit
business promotion and employee reward needs since 1997. SVM staff has more
than 30 years combined experience with fuel, oil, and stored value products.
The company also provides upper quarterly performance to the oil and gas
industry and offers nationwide coverage to its clients.
Paymentech, L.P. processes more payment transactions than any other company in
North America -- and more than half of all Internet transactions -- for
retailers accepting U.S. and international payments via traditional point of
sale, Internet, catalog and recurring payments. The privately held company,
founded in 1985, is an end-to-end processor for merchants of all sizes and
industries. Paymentech's 1,500 employees work in multiple locations, including
the Dallas headquarters; New York; Salem, N.H.; Tampa, Fla.; and Tempe, Ariz.
In 2003, Paymentech and its Canadian affiliate, based in Toronto, processed 7
billion transactions and $162 billion in card volume in 14 currencies. For
more information, please visit http://www.paymentech.com/ .
http://www.newscom.com/cgi-bin/prnh/19990716/SHELL
DATASOURCE: Shell Oil Products US
CONTACT: Anne Peebles of Shell Oil Products US, +1-713-241-1584, or
Shell Media Line, +1-713-241-4544
Web site: http://www.shellus.com/
http://www.shell.com/
http://www.paymentech.com/