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DALLAS Shell Oil Products U.S. and its in-house marketing division Motiva Enterprises are testing a customer loyalty program that sends teams of “brand ambassadors” to gas stations and shopping malls in five cities offering gifts, assistance and entertainment, the company said.
Using advertising, public relations and on-site promoters, the program is designed to create “a one-to-one dialogue between consumers and the Shell brand,” according to the company, whose U.S. headquarters are in Houston.
Dubbed the “Shell Holiday Patrol,” the brand ambassadors will assist customers at the pump, host events and hand out more than $30,000 in Shell gift cards and prizes per market, the company said.
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