SMART joins Shell online.

Richard Lord., revolutionmagazine.com, Wednesday, 31 December 1997, 12:00am,

The SMART loyalty card has moved onto the web (www. smartuk.co.uk). The seven companies involved in the scheme, which awards loyalty points for buying goods, have agreed to hand out extra points for visits to their web sites.

Web users can pick up an extra seven points a week by visiting the Shell, Commercial Union, John Menzies, RAC, UCI Cinemas, Victoria Wine and Vision Express sites. They can then get the points transferred onto their cards at Shell service stations, and even sign up for a SMART card online.

The online launch coincides with Shell UK's web debut (www.shell.co.uk).

SMART manager Gary Anderton commented: "When we knew that Shell were launching their web site, we looked at ways in which SMART could get involved. This could be the start of a new currency on the web."

Although none of the sites involved is transactional, Anderton said he was not worried about handing out points without anything actually having been bought. "People will have shown a proactive desire to read something that we have to offer," he added.

Shell UK media and communications manager Fran Morrison said that apart from the SMART element, the main focus of the new Shell site was on changing the way the company is perceived. "We want to show a side of Shell UK which has been forgotten in recent years, that's warm, friendly, funny, and in touch with customers. The web allows you to do that in a way that few other media do."

The site has an interactive game aimed at children, and a cartoon featuring the stone age 'Fossil Family' who are transported into the modern era and learns about the benefits of oil and gas. "People also get the idea that we have a sense of humour," added Morrison.