Help customers accumulate Shell Escape loyalty programme points, and segment based on current/potential spend. PROMOTION MECHANICS: Get “X” reward points each month if customers make targetfor two consecutive months.THE SEGMENTS: 19 segments were created based on Type of Petrol Pumped:Lapsed XO users (not converted to Shell V-Power).Ex-XO converted to Shell Regular.

Shell Regular only.

Shell V-Power and Shell Regular users (combine purchases).Shell V-Power only.

And Monthly Transaction Value: • Core• Average• Below average

Campaign response rate:Mail-out: 65,125Number of respondents for Month 1: 6,687Number of respondents for Month 2: 6,646Total respondents for campaign: 13,333 (20.5% response rate)Cost per response: $101,000 / 13,333 responses = S$7.58With one full tank of petrol (i.e. $48.00 and above), Shell is able to cover the cost per response and gained additional margin. As this is a 2-month exercise, we can multiply the revenue by eight times as an average car will fill-up once a week.