Confidential Internal Use Only 1 Shell Rewards Overview 1 Confidential Internal Use Only 2 Objectives After completing this training you will be able to answer the following questions: What is the Shell Loyalty Program? What is the difference between Shell Rewards and Grocer Rewards? What is a Shell Wholesaler? What are the three Shell Promotion types? What are the three Advanced Promotion Customer types? What are the five Shell Reward packages? What are some examples of the Grocer Reward program? What are the VeriFone Software Guidelines? What are the Dispenser Guidelines? What are the most common issues and how do I troubleshoot? What are the site guidelines? What is Shell Source? Who is RDM and what are their responsibilities? Confidential Internal Use Only 3 The Shell Loyalty program is really two programs in one. 1.Shell Rewards 2.Shell Grocer Shell Rewards This is a payment based program. Promotions are given at Shell locations participating in the program. Shell Grocer Points are earned and discounts are given for a third party vendor such as Kroger Foods. 3 Confidential Internal Use Only 4 Shell sites have the following options: 1.Opt to participate in both Shell Rewards & Grocer Program. 2.Opt to participate ONLY in the Shell Rewards (not Grocer). 3.Opt to not participate in the Shell Loyalty program. NOTE: Sites cannot participate in ONLY the Shell Grocer program. If they want to participate in Shell Grocer they MUST participate in the Shell Rewards program. 4 Confidential Internal Use Only 5 To understand Shell Loyalty its important to understand there are two different types of sites. 1.Single locations and 2.Wholesalers Single sites are just that also called mom and pop. They are not part of a larger organization or network of stores. Wholesaler sites are part of a larger community of shell sites. The Wholesaler is then responsible for all the sites within that network or organization. 5 Confidential Internal Use Only 6 The Shell Loyalty program is managed through the Shell Source website. This website has a specific area for the Shell Loyalty programs. Single site locations have security access to the Shell Loyalty programs in the Shell Source website. They are responsible for signing up for the program, canceling, and making changes to the program. Wholesaler sites do NOT have security access to the Shell Loyalty programs in the Shell Source website. They MUST go through their Wholesaler to sign up, cancel, or make changes to the program. This is important to understand. If a Shell site is calling and needs to make changes to the Shell Loyalty program you will need to ask if they are part of a Wholesaler program. If yes then they will need to contact their Wholesaler to make the changes for them. If no, then they need to go to the Shell Source website to make the necessary changes. 6 Confidential Internal Use Only 7 Lets take a closer look at the Shell Rewards program. 7 Confidential Internal Use Only 8 Increase Profits & Loyalty Drive customers inside the C-Store Increase car-wash sales Boost Shell V-Power volume The Shell Rewards Program will Confidential Internal Use Only 9 Increase Profits & Loyalty Drive customers inside the C-Store Incentive car-wash sales Boost Shell V-Power volume Encourage debit prompting (reduction in MSF) Support no fee cards (zero MSF) Minimize give-away by targeting consumers No or low additional program costs Decrease Costs 9 Confidential Internal Use Only 10 1.Default Promotes National Fuels & Card campaigns Supports Shell MasterCard customers CVP 2.Basic Choice The site chooses to promote one of the following to all card types: carwash, c-store, Shell V-Power or auto care service 3.Advanced The site chooses to promote something different for each card type Three Promotion Types Confidential Internal Use Only 11 Of the three promotion types (Default, Basic and Advanced) the Basic Promotion is chosen by approximately 80% of the sites. Basic Choice The site chooses to promote one of the following to all card types: carwash, c-store, Shell V-Power or auto care service Three Promotion Types Confidential Internal Use Only 12 When participating in the Shell Rewards Program, when a customer swipes their Shell Card and before pumping fuel the following message will appear on the display. Example of Basic Promotion Type In the above example the site is using Shell V-Power as their Basic Promotion type. Confidential Internal Use Only 13 Shell Rewards Example Shell Reward Scenario: When purchasing V-Power with a Shell MasterCard earn 5 cents per gallon. The Shell Rewards program is a Post- Fueling Discount therefore the price on the dispenser will NOT rollback. The fuel is NOT discounted, instead the customer will EARN money through their Shell Card. The money will show up as a CREDIT (adding $$ to their account) on their monthly card statement. NOTE: The program is a REWARDS program it rewards the customer by adding money to their account. Confidential Internal Use Only 14 When participating in the Shell Rewards Program, if the customer does not use a Shell Card, after pumping fuel the display on the dispenser will calculate how much they could have saved using a Shell Card (in this example Shell MasterCard.). The Shell Card application will be available both at the dispenser and inside the store. Example of Default Promotion Type Confidential Internal Use Only 15 Shell Rewards Example Shell Rewards Scenario: When purchasing a specific car wash the customer will receive a fuel discount. This is a Post-Fueling Discount therefore the price on the dispenser will NOT rollback. However, the fuel discount WILL show up on the customer receipt. The receipt will look like this: Total: $36.00 Disct: Price: $33.00 Confidential Internal Use Only 16 The Advanced Promotion Type includes targeting customers. There are three types of customers: 1.Core 2.Switcher 3.Transient 16 Confidential Internal Use Only 17 Advanced Promotion Core Customer A Core customer is defined as a frequent customer. They visit the same store several times per month. Confidential Internal Use Only 18 Advanced Promotion Switcher Customer A Switcher customer is defined as a customer who visits the same site two times per month. Confidential Internal Use Only 19 Advanced Promotion Transient Customer A Transient customer is defined as a customer who only visits the site 1 time (or less) per month. These customers are not committed to one fueling station. They usually purchase fuel where it is most convenient at the time they need fuel. Confidential Internal Use Only 20 Shell Rewards - Advanced Promotion Depending on the type of customer (Core, Switcher, or Transient), they will be offered a different reward. Confidential Internal Use Only 21 Notice in the above example the Transient customer gets the best deal this can result in bringing loyalty/retention to the site. Example of Advanced Promotion Shell Card Core: Free C-Store Item 1X Switcher: 5CPG off fuel 2X Transient: 5CPG off fuel 3X 21 Confidential Internal Use Only 22 If the customer uses another card other than a Shell Card this message will appear. Customers that have a Shell Card will be more likely to purchase fuel at a Shell site and become a dedicated customer. Advanced Promotion Other Cards You could have earned $2.75 with the Shell MasterCard todaycall to apply. 22 Confidential Internal Use Only 23 Confidential Internal Use Only 24 1.Default Package 2.C-Store Packages* 3.Shell Branded Card Retention Packages* 4.Shell V-Power* 5.Car Wash* *Not available in all states. 24 Confidential Internal Use Only There are 5 Shell Reward Packages: Confidential Internal Use Only Default Package Shell Card Retention Message (Existing Shell Card Customers) Shell MasterCard Retention Message (Existing Shell MasterCard Customers) Shell MasterCard Acquisition (AMEX, Discover, VISA, MasterCard Customers) Shell $aver Card Acquisition (Debit Customers) Fleet Card Acquisition (Third Party Fleet Customers) Fleet Card Retention Message (Existing Shell Branded Fleet Card Customers) Fuels Message Shell Nitrogen Enriched Message (Any other cards not listed above) 25 Confidential Internal Use Only 26 2. C-Store Packages* NEW! FREE medium fountain drink or coffee with 8 gallon fuel purchase $1 off $5 minimum C-Store purchase (no lottery, tobacco or alcohol) COMING SOON! 5cpg off any grade of fuel with purchase of the Shell Rewards C-Store Product of the Month *Not available in all states. POP images not final. 26 Confidential Internal Use Only 27 3. Shell Branded Card Retention Packages* Targeted: 5 cpg Shell Card Retention Non-Targeted: Discount for Shell Card and Shell Gift Card 3cpg, 5cpg and 10cpg *Not available in all states. 27 Confidential Internal Use Only 28 4. Shell V-Power Packages* Targeted: 5 cpg off Shell V- Power purchase Non-Targeted: 5cpg off Shell V- Power purchase *Not available in all states. 28 Confidential Internal Use Only 29 5. Car Wash Packages* Targeted: 5cpg off fuel with Car Wash purchase Non-Targeted: 10cpg and 20cpg off fuel with Car Wash purchase 10cpg Car Wash Package has POP support via PowerSigns on Pointsmith website *Not available in all states. POP images not final. 29 Confidential Internal Use Only 30 Shell Grocer Program Lets now look at the Shell Grocer Program 30 Confidential Internal Use Only 31 Shell Grocer Program The Shell Loyalty program also includes the option to participate in the Grocer Program. The Grocer Program provides additional discounts for a third party Grocer such as Kroger. As mentioned earlier to participate in the Shell Grocer Program the Retailer must participant in the Shell Rewards program. 31 Confidential Internal Use Only Shell Rewards + Grocer Rewards Default Messaging (Quality Fuels messaging and branded cards retention and acquisition messaging) $ off Car Wash only: no rollbacks ($1 or $2 off Car Wash with fill-up) Car Wash CPG Discount (5,10,15,20,25 cpg off fuel with Car Wash fill-up) Rollback on cash and branded cards (e.g. 3, 5, 10 cpg off any grade if you use Cash, Shell Card or Shell Gift Card) Rollback on cash and branded cards (e.g. 3, 5, 10 cpg off any grade if you use Cash, Shell Card, Shell Gift Card, Shell Fleet Card, Debit, and Shell Saver Card) Rollback on V-Power (5 cpg) C-Store Coupons - ($1 off $5 min. C-Store purchase) C-Store Offer - (Free Medium Beverage with 8 gallon purchase) The below packages are available for locations participating in Grocer Rewards Confidential Internal Use Only 33 Site Guidelines Only one Shell Rewards promotional discount per card type is possible. Shell Rewards will have a fuels or cards promotion message throughout the entire year. There are no subscription fees charged to the site. Promotions are integrated with the Shell National Marketing Calendar. Sites using the pump topper advertisement company PointSmith On Pump (POP) can use up to 50% of co-op money to support core non-targeted promotions. The advertisements must be approved by Shell. Confidential Internal Use Only 34 VeriFone Software Application and Dispenser Information 34 Confidential Internal Use Only 35 Shell Loyalty Program and VeriFone Software Guidelines Works both inside and outside/at the dispenser. Generic Loyalty program must be DISABLED if the site is using the Shell Loyalty Program. POP Discounts (both Standard and Alternate) do NOT work when Shell Loyalty is used. As soon as the POP Discount Enabled field is flagged there will be issues with the Shell Loyalty program and reporting will be inaccurate. If a site wishes to offer Cash/Credit Pricing they should discuss the options with their Wholesaler. The pricing should be configured through the Shell Rewards program. If Cash/Credit Pricing is set up independently through the VeriFone POS there will be issues with their reconciliation reports. PLU Promotions & Mix & Match do work with Shell Loyalty. DCR Promo message works with Shell Loyalty. Shell may put additional information in front of the DCR Promo Message the site will still get the same amount of space in the DCR Promo File (80 characters). SHOPAK v supports Shell Rewards only. Shell Grocer is not supported. SHOPAK v or higher supports both Shell Rewards and Grocer. Confidential Internal Use Only 36 Shell Loyalty Program and Dispenser Guidelines Shell Rewards on Dispensers with Single Line Displays 4x5 screen is not required Diesel Pumps will not display the Shell V- Power options High speed diesel pumps wont display car wash options Confidential Internal Use Only 37 Most Common Issues #1: The Fuel Product Codes are not set up correctly in the POS System. Unlead = 01 Midgrade = 02 Premium = 03 Diesel = 05 NOTE: Premium may be labeled as V-Power. Product Codes in the Fuel Manager Files should be set up as listed above. Fuel departments set up in the Manager/Department File should be set up as listed above. Any other product codes used for the above fuel grades will cause issues with the Shell Loyalty Program. Confidential Internal Use Only 38 Most Common Issues #2: The firmware in the dispenser is not compatible with the Shell Loyalty Program. Refer to the S4 Site Readiness Checklist for a list of firmware versions that are supported this list was created by Shell and is on the KB as a reference tool. VASCs who support sites with Shell Loyalty should be familiar with this document. Refer to the Release Notes for the specific VeriFone software application version. Look under the Fuel Hardware Peripherals Supported section. If the Smart Fuel Controller (SFC) is used VeriFone advises using The most common symptom for this issue is the system will NOT calculate the discount, nor will the customer receive the discount. However, on the receipt the line items will be listed. Confidential Internal Use Only 39 Most Common Issues #3: The dispenser model or interface device is not supported with the Shell Loyalty Program. The following dispenser manufacturers and interface devices are NOT supported. Bennett Schlumberger Gilbarco SMART Connect Dresser Wayne - PIB Refer to the Release Notes for the specific VeriFone software application version. Look under the Fuel Hardware Peripherals Supported section. Confidential Internal Use Only 40 Most Common Issues #4: Loyalty not prompting outside at the dispenser but prompts inside. More than likely the site is using In this version loyalty will not prompt outside if Prepay is enabled. This issue was corrected in Refer to KB Article Shell Loyalty Troubleshooting Tips. Confidential Internal Use Only 41 Shell Rewards Website Overview 41 Confidential Internal Use Only 42 Shell Rewards Website The Shell Source website is available to all Shell locations however there are security levels set up per location. If sites have questions about the website, how to use, how to change parameters, security and access they are to call the Shell RDM (Results Direct Marketing) group. Shell RDMs responsibility is to assist locations with the Shell Source website and the Shell Loyalty program. This assistance includes training site managers and wholesales how to use the website, how to read reports, how to change their current programs. When sites have a question they can either call RDM using the toll-free number or use thealias. RDM is not a troubleshooting resource and VASCs should not be contacting this group. The following slides provide a brief explanation of the Shell Source website. Although you will not be troubleshooting, this information may help you when a site is calling about the website. Confidential Internal Use Only 43 Navigate to Shell Rewards Website Confidential Internal Use Only 44 Click on Shell Rewards / Local Store Marketing Confidential Internal Use Only 45 Select Shell Rewards Confidential Internal Use Only 46 First Time on Shell Rewards Site or return visits to Shell Rewards site Confidential Internal Use Only 47 Website Implementation Tools Sales & Mktg Materials Reports FAQ Presentation Overview Quick Reference Guide Employee Education Any questions about Shell Rewards/Grocer Rewards should be directed to: Orders, Questions on Website, and Customer Service: Shell Rewards/Grocer Rewards Help Desk (316) , ext. 111 Technical Issues: Your Authorized Service Contractor TIP Questions: Your Shell Wholesale Representative Marketing Questions: Jennifer Scott (713) Confidential Internal Use Only 48 Reports are available for the previous months sales on the 17 th of each month. All previous months are available. Customized reporting is available on website.