HOW SHELL CREATED A CONSUMER LOYALTY PROGRAM

BRAND
ACTIVATION
BY USING THE KEZZLER PLATFORM
WE HAVE BEEN ABLE TO ESTABLISH
A DIALOGUE WITH OUR CONSUMERS
THAT IS UNPRECEDENTED. THE RESPONSE
RATE WAS EXCEPTIONAL, WE ACHIEVED
SIGNIFICANT UPLIFT IN SALES AND HAVE
IDENTIFIED KEY LOYAL USERS IN OUR
TARGET AUDIENCE.
Shell Kenya
HOW SHELL CREATED A CONSUMER
LOYALTY PROGRAM THAT GENERATED
A RESPONSE RATE OF 88%
SHELL SET UP A PROGRAM WITH KEZZLER TO BUILD THEIR BRAND LOYALTY,
DRIVE SALES AND AT THE SAME TIME FIGHT COUNTERFEITING.
THEIR CAMPAIGN ”BUY A PRODUCT - GET FREE MOBILE PHONE AIRTIME”
RESULTED IN 150,000 PRODUCT ACTIVATIONS AND IDENTIFICATION OF
72,923 DISTINCT CUSTOMERS.
YOUR CUSTOMERS
WANT THE REAL
THING...
HAVE YOU GAINED
YOUR CUSTOMERS’
LOYALTY?
BRAND
PROTECTION
WITH A UNIQUE CODE FOR
EVERY SINGLE P
RODUCT, THE
CUSTOMER CAN SCAN AND
VERIFY THAT THE PRODUCT IN
THEIR H
AND IS AUTHENTIC.
THE QUICK OVERVIEW
WHO: SHELL
WHAT: CONSUMER LOYALTY
PROGRAM
WHERE: KENYA
WHY: SHELL AIMED TO DRIVE
SALES, INCREASE COMMUNICATION WITH CONSUMERS, AT THE

SAME TIME FIGHTING COUNTERFEITING THROUGH PRODUCT
VERIFICATION.

LOST CONTACT WITH
YOUR PRODUCTS?
BRAND
ACTIVATION
WITH A UNIQUE CODE FOR
EVERY SINGLE PRODUCT,
THERE’S NO LIMIT TO THE
CREATIVITY OF YOUR LOYALTY
PROGRAMS.
BACKGROUND
Shell Kenya initiated a promotional
campaign for lubricants in 2013
aimed at increasing their customer
base, fighting counterfeiting, and
improving brand loyalty in a
targeted market segment.
TRACK
& TRACE
WITH A UNIQUE CODE FOR
EVERY SINGLE PRODUCT, WE
CAN HELP YOU TRACK EVERY
SINGLE ONE OF THEM
KPMG ON SERIALIZATION
KPMG Advisory’s Geert de Vries
specializes in helping brand owners
prevent counterfeiting and parallel
trade. According to de Vries, a
radid growth in serialization can
be anticipated. “We think mass
serialization is incredibly important
DEPLOYMENT
going forward because it is capable
Kezzler set up a provision of unique of accomplishing three important
serial numbers that enabled real
goals,” he says. “First is data colletime data feedback to the consuction. You know exactly how long it
mers via SMS. In addition, Shell got takes for your product to go from
access to detailed real-time data
production to the end consumer
analysis and could interact directly and you know exactly where the
with their comsumers. Shell chose
end consumer is. You also know
seven SKU’s from their two brands which packaging is selling best by
Helix & Rimula. Kezzler applied dry seeing how much contact consupeel label to products in the distri- mers make with your data base.
bution centre. The programme was Second, there’s authentication.
managed by the Kezzler platform,
And third is marketing—you can
including interaction and CRM.
ask consumers to scan the code
Campaign messaging: ”Buy a
because they can win a prize, for
product, get free mobile phone
example, and once they scan it you
airtime”.
can offer information on related
product they might buy.”
RESULTS (OCTOBER 2013)
Products activated: 150,000
Distinct users identified: 72,923
Response rate: 88%
Average use / mobile: 1.61
Most lyal user: 210
Time to market: 8 days
CONTACT:
POST@KEZZLER.COM
WWW.KEZZLER.COM