Welcome to Shell

In a new world where cars are more fuel efficient, drivers visit less often and alternatives to fossil fuels are increasingly popular, Shell’s growth cannot come from fuel sales alone.

That’s why Shell, a brand synonymous with selling fuel, has publically stated that it will generate 50% of retail profit from non-fuel products and services by 2025.

Iris was tasked to increase customer engagement with Shell in the retail environment, with communications resulting in increased frequency of visits. This also involved increasing compliance and activation of marketing communications by Shell partner retailers across the globe.

This has involved a complete re-positioning of Shell as the ‘antidote to average’. Our new global retail proposition, ‘Welcome to Shell’ was a very public commitment to making every customer feel valued, recognised and appreciated wherever they interact with Shell.

The global proposition has been rolled out across 144,000 stores in the UK, Turkey, Netherlands and Malaysia across digital and on forecourt channels.

6%
6%
Increased visits to forecourts in Turkey within the first quarter
7.5%
7.5%
Brand favourability across all audiences
18.8%
18.8%
Brand favourability for 35+ audience (historical low baseline)
Welcome to Shell 1 Welcome to Shell 2 Welcome to Shell 3 Welcome to Shell 4