Monday, August 22, 2016

Shell oil is focusing on making relationships with mechanics in India

Mansi Madan Tripathy, Chief Marketing Officer, Shell Lubricants India said, ‘Shell Mechanic Samriddhi Program’ was conceptualized as a unique and differentiated loyalty and engagement platform to connect with mechanics. The program aimed at strengthening our value chain further and increase recommendations for the brand.

Utilizing the ‘simplicity and ease of use’ of basic 2G mobile technology, we created this integrated platform with a vision of making Shell the preferred brand for the top Indian mechanics and we are proud of the relationships we have fostered along the way.”

Launched by Shell Lubricants India the concept behind the award winning ‘Shell Mechanic Samriddhi Program’ was to design a loyalty program for mechanics with a view to reward their loyalty and build a long-term sustainable relationship with the mechanic community. This point based program urged mechanics to submit codes available on packs and redeem gifts towards the end of the program period.

The program’s reward structure aimed at addressing the mechanics’ day-to-day needs while focusing on their key emotional needs such as insurance, scholarship for their children, training with OEM experts etc.

Being a one of its kind disruptive innovation undertaken by any company in the Indian lubricant industry; the program employed blend of innovative communication and creation of multilevel engagement platforms to engage and enrol the mechanics.

The platforms uses basic mobile 2G technology, website and on-pack communication, to reach the mechanic community at a pan India level. The program witnessed enrollment from notable 30,000 mechanics with 15,800 qualifying for rewards and benefits offered by the program.

Shell Lubricants continuously strives towards creating experiences and memories for consumers and influencers through quality product deliverance and integrate each member of the value chain as brand ambassadors.

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