shell adds incentive to proprietary card

New features aimed at attracting more cardholders, company says.

Shell Oil Products US is launching a new credit card incentive and marketing campaign starting October to increase usage of the Shell Platinum MasterCard, as well as boost the number of active cardholders and increasing the loyalty of customers to Shell. The main attractions offered to consumers by this promotion are year-round rebates for Shell gasoline and additional rebates on purchases everywhere else.

Customers who open a new account between Oct. 1, 2007, and Dec. 31, 2007, will earn 5% rebates on all Shell gasoline purchases and an additional 5% rebates for 60-days on the first $2,000 in purchases everywhere else they use their card–up to $100 in rebates. At the end of the 60-day period, cardholders will earn 5% on Shell gasoline purchases and 1% rebates on purchases everywhere else. All rebates are automatically credited to customers’ monthly statements toward future Shell gasoline purchases made with the card.

“This promotion, as well as the national advertising and communications campaign, was created to emphasize the total card value to consumers if they use this card as their ‘top of wallet card’ for all of their Shell purchases as well as all purchases everywhere else,” said Elizabeth Hudson, manager of the Shell MasterCard program at Shell Oil Products US. “You can only fill up your car so many times a month to earn the five-percent rebates on Shell gasoline purchases. However, if you use the card everywhere else, you also earn rebates towards Shell gasoline, which further cuts your cost of driving without lowering the quality of your fuel.”

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