Shell ties with Belgian retailer, bank for loyalty program

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BRUSSELS--Belgian supermarket chain GB is poised to launch a new loyalty card together with the Belgian division of gas retailer Shell andFortis bank.

The new loyalty program will launch in mid-September and replace the existing loyalty scheme offered to GB customers.

The new card aims to tie in 2 million families, half of Belgium's population. "Our current loyalty scheme has 1.5 million members. We want to raise that considerably," says Genevieve Bruynseels, spokeswoman for GB.

Points can be accumulated on bank transactions and petrol, as well as on grocery shopping bills, she says. The initiative is seen as a response to rival supermarket chain Delhaize's tie-up with Kuwaiti petrol retailer Q8. It is also similar to a Dutch joint loyalty program between retailer Ahold, ABN Amro bank and Shell in Holland.

Ms. Bruynseels says the scheme was devised "well before" French retailer Carrefour bought GB this summer.

The three Belgian partners have created Customer Loyalty Programme Belgium (CLPB) as a new company that will manage the loyalty scheme.

Copyright September 2000, Crain Communications Inc.

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