Touch Screen Tablet: Shell Germans left without Kindle: the result of an unsuccessful campaign to encourage loyalty was an explosion of anger customers

Tuesday, May 27, 2014

Shell Germans left without Kindle: the result of an unsuccessful campaign to encourage loyalty was an explosion of anger customers – RosInvest.Com

Thursday, May 8, 2014

Actually Shell wanted to reinforce the attachment of their clients when they promised to anyone who will gather at the pump 999 “loyalty points” give Kindle device for reading electronic books. But the campaign ended in a public relations disaster, sums up the German magazine Spiegel.

Promise was tempting: Points are awarded not only for gasoline, but also for all purchases at the pump. According to the site MyDealz.de, chocolate Ritter Sport (nougat and solid walnut) value of 1.20 euros in a few days brought to 100 points. That is, it was enough to spend about 10 euros to get a Kindle, although selling the device costs 129 euros.

electronic device for sweets and petrol – good suggestion. Too good. Indeed, in no other country in the world are there so many bargain hunters, lovers of sales and stocks, as in Germany. In addition, they are in constant and close contact with each other. Tens of thousands of Germans exchanged tips on getting points in the Shell ClubSmart apps on facebook, twitter and online MyDealz Tipps. Chocolate products, especially bringing a lot of points, were sold at gas stations Shell very quickly.

Friday loyal customers had to be rewarded, Kindle can be ordered at Shell. But the pressure was too strong. According to the group, points to the beginning of the repayment burden on the website was up to 40 times normal. Server crashed, some page elements were unavailable. Furthermore, the amount of prize Kindle was limited to 10 thousand, and already three hours all they dismantled. Many customers left empty-handed – right in the “Twitter” and “Facebook” to vent anger.

“Shell? Nevermore Customers do not allow yourself to cheat!” – Is one of the most innocuous comments on the page group in “Facebook”. In Google Trends Friday story campaign Shell was one of the main topics.

Shell apologized for a technical error. Concern regretted that “not every interested customer could take part in the action,” – was written in the letter to customers. Nevertheless, “from the beginning, it was stated that the number of prizes is limited.”

This is the second public relations disaster for the Shell recently. In December, the concern would attract young customers with stylish action “Jugend forscht” (“Youth explores”). But the scene captured activists: they arranged fountain of brown liquid and began to shout: “Here you can unplug the cord, and in the Arctic is not!” Presumably in the Arctic are about 30% of the world’s undiscovered natural gas and 13% oil. Shell began in the area exploratory drilling in 2012.