DMA14 - The Evolution of Engagement: New Media and the Changing Face of Interactive Marketing
Brands like Shell and Air Canada "create those ecosystems and inject them with data insight so they can meet the consumers on their own terms," he says.
Shell Goes 'Glocal'
Shell's retail business—which sells gas, as well as food, beverages, and other retail goods in more than 43,000 locations in more than 70 countries—is aiming to have a single view of its customers' purchases of both fuel and retail products, says Francois Orhan, head of global CRM at the London-based oil company. To accomplish this, the company is pushing a "Glocal" concept, which blends global capabilities with local approaches.
"We want global economies of scale, best practices, simplicity, common architecture, and cost effectiveness, but also local flexibility and reactivity in a way that allows local implementation to meet local challenges," Orhan says. "This is applicable to everything we do, including CRM, loyalty, direct marketing, digital, insight, and analytics."
In its quest to become "the best fuel retailer in the world," Shell's retail division is applying these concepts to develop "great relationships" with its customers, much like Shell's other business lines in the energy sector are doing with their respective customers. Orhan calls this "a massive transformation journey," in which Shell is developing the organizational architecture, capabilities, and processes to create valuable relationships across the enterprise.
While Shell Retail continues to engage customers through direct mail, email, and text messaging, the division is also exploring how to best leverage mobile technology, particularly in innovative applications within "connected cars," Orhan says. Such cars are connected to the Internet, mobile apps, and other technologies, which enable the vehicles to "talk to multiple systems." Shell is aiming to "talk" to these cars and ultimately to the drivers at "the moment of truth"—the moment when they decide to stop for fuel or other goods at Shell, or another gas station—so the company can influence them with appropriate messaging.