HOUSTON , TX — Shell is leveraging its relationship with Richard Childress Racing (RCR), Kevin Harvick and the No. 29 Shell-Pennzoil car in an effort to drive traffic and sales at Shell branded service stations in the U.S.
Since the company’s re-entry into the sport last year, Shell has created a number of national and local brand-building opportunities for wholesalers and retailers by providing chances for them to become a part of the NASCAR ‘buzz.’
Shell is offering three packaged “off the shelf” promotions, through which Shell wholesalers and retailers can attract loyal NASCAR fans and generate consumer excitement, as well as created two market specific sweepstakes called “Crew Chief for a Day” and “$2,900 Gasoline Giveaway.”
“We are committed to providing the best platforms for our business partners to build relationships and increase traffic at their sites,” said Karen Wildman, Shell Retail brand and communications manager. “The relevance and power of our sponsorship with RCR provides far-reaching benefits for our brands.”
Licensed merchandise is another key element of activation surrounding the RCR relationship. This year, Harvick has moved up into sixth position for top driver p rod uct sales. Overall, across all retail channels, licensed p rod uct sales are up 75 percent. At-track merchandise sales are the highest they have been for the No. 29 car in five years, with 2007 sales surpassing last year at all but two tracks to date. At Shell convenience stores, racing merchandise is available in top-selling p rod uct categories including apparel, die cast cars, auto accessories and novelties. Hot-market p rod ucts that take advantage of key wins by the team, such as the Daytona 500, are also available to wholesalers and retailers. Other new p rod ucts planned through year end will leverage Harvick’s participation in the Chase for the Nextel Cup and a limited edition holiday collectible program. A Harvick stand-up unit with built-in sound and a window sign helps promote in-store merchandise to increase sales. Companies that license NASCAR p rod ucts also run regular print ads in racing publications promoting p rod ucts that feature the Shell brand.
A $25 Limited Edition Shell Racing Gift Card, featuring the No. 29 Shell-Pennzoil car is also available at participating Shell locations while supplies last. Additionally, Shell station employees can join the excitement with a new line of racing-themed uniforms including polo shirts and hats featuring the Shell, RCR and No. 29 Kevin Harvick signature logos.
“In-store racing merchandise is a viable way to generate increased revenues for wholesalers and retailers,” said Wildman. “In fact, fans have been stopping at Shell retail stores across the country requesting the No. 29 Shell-Pennzoil special edition crew hats. It’s our most popular item.”
In order to capture attention and draw-in consumers, wholesalers and retailers can sign-up to have a replica of the No. 29 Shell-Pennzoil racecar prominently displayed on-site. The show car program also includes point of purchase materials to communicate the date and time of the show car appearance. In addition, a life-size inflatable No. 29 Shell-Pennzoil racecar is available for purchase or rental.
Shell is also offering its wholesale and retail partners broadcast opportunities, incentive program and a co-op advertising program.
“The activation programs we’ve rolled out are very effective and we’re happy wholesalers and retailers are feeling an impact to their business,” said Wildman. “These programs along with the Shell ‘Passionate Experts’ marketing campaign have helped to really tap into the NASCAR fan base and create new customers.”
For more information on these programs wholesalers and retailers can visit www.shellsource.com and select Marketing and Incentives and then Shell Racing.
