The campaign will promote the euroShell Fuel Card, the Europe-wide cashless fuel card carried by long-distance lorry driving and cargo personnel. Although the 35-year-old scheme has 4m members and is run by 20,000 petrol stations, UK penetration is much lower despite some 3,000 stations offering the service.
Shell has just signed a deal to use Conduit as its data partner, using its Enhanced Fleet Database product. The file contains 92,000 records with details on fleet size by car, van or HGV, types of vehicles, renewal dates and fleet finance. According to Conduit, Shell will be using the database to develop marketing campaigns as well as to provide benchmarking data for current campaigns.
Mike Pulvertaft, sales director at Conduit, said: "This is a proactive attempt to win loyalty. With prices going up across the board, oil producers need to give firms more reasons to buy from them and Shell is promoting the other benefits and perks that users of the card can enjoy."
So far, Conduit has analysed market value and has identified what UK fleets in which sectors are increasing their fuel spend and with which competitors they are buying it from. This will be used by Shell to identify prospects to convert to the euroShell Fuel Card, according to Pulvertaft.
"We've already found that it's the mid-sized market -- firms with fleets up to 25 vehicles -- that is the growing the fastest," he said.
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