Shell Fleet Solutions had a problem; competition in the fuel cards sector was brutal. They needed something to make the Shell the brand that fleet businesses want to deal with.
Business decisions are increasingly being made before a customer engages a brand and by then they have shortlisted their preferred partner and it is now about the detail.
Therefore, Shell Fleet Solutions ideally needed something that would increase Shell’s visibility in Search and also help build a sales pipeline and increase customer retention and loyalty.
Our belief is that ‘reciprocal altruism’ works. That is, if we delivered extended value to businesses, to vehicles and to drivers, they in turn would be better disposed to Shell, more likely to use the card and more likely to give up their data.
We also knew that by creating expert, authoritative and trusted online content, we would have a presence in the research phase of the buyer journey (and gain the attention of Google’s algorithms, pushing us up the rankings).
Our solution was Fluid Thinking, an always-on, constantly updated website with information on everything from data and telematics to driver wellbeing and the future of fleet. Fluid Thinking is a one-stop shop for everything fleet operators and their drivers would need to stay ahead of the game. And a Shell first.
Or as we put it on the website, “insight and inspiration to optimise your fleet in a fast-moving world”.
Today successful brands require an intelligent content programme to help them navigate the changing buying behaviour of people.