Retailers shift their ad spending from TV, radio and print ads to digital ads.
Twice as many consumers are doing station searches on Shell station finder web sites thanks to a new customized web program for local partners.
Shell Oil Co., which launched a customized web site program for local stations in January, has seen searches at its Shell and Texaco station finder web sites double, Carl Burcham, manager of web strategy and integration at Shell Oil Products U.S., tells Internetretailer.com. "Approximately 165 million Americans are online and there is clearly an opportunity for Shell and its channel partners to touch consumers via focused web offerings," he says. A revamped version of the site, which allows local stations to highlight their local product deals and services, will debut on May 1.
The web site service is part of Shell’s LocalStation eBusiness Program, which Shell offers to Shell and Texaco partners for an undisclosed annual fee. The local stations use basic web editor software to update their own information, while Shell updates national banner advertising and programs, along with the look and feel of the web site, says Burcham.
An added benefit of the program is reduced marketing costs for local stations. "Some participants have indicated they will stop yellow page advertising," says Burcham. While other quantitative results still are being evaluated, he adds that the stations are providing positive feedback. "Stations have noted that customers now regularly go to their web sites for information and updated coupons. From the perspective of Shell, the web sites provide a consistent message to our customers.," he says.