Brainstorming

Marketing Effectiveness & Data Connectivity

Geography

1. Concentration of Shell Retail Fuel stations by region (vs. key competitors). Where is Shell most popular? Where are our gaps?
2. Automotive OEM brand loyalty by region. Are certain regions more likely to have specific OEM traffic? In other words, where does Shell business overlap with OEM partner business the best?
3. Can we sync Shell presence with concentration of key OEM partners?
4. How may vehicles in each region will be compatible with our technology?

Consumer Behavior

1. How do we measure unique value delivered via various channels? For example, how do we know "Connected Car" brought Shell Retail a new customer for sure? How do we know (or at least estimate) the value of that consumer to Shell, Connected Car platform (e-commerce behavior), the Retail Wholesaler (i.e. does this consumer buy a snack with their fuel? How often? Would they if our marketing was better targeted?)
2. Can we tie pump purchases to store purchases?
3. Can we tie our Shell loyalty behavior to consumer behavior within other loyalty programs? This is where data share becomes critical in Connected Car initiatives? WHO is our customer, what do they care about? Who can reach our customer better than we can, based on actual data?
4. You can do a lot with an email address. Find "look-alike" consumers and mine their data. Target look-alike consumers and drive them to our pump.
5. Who signs up for Fuel Rewards? What is our consumer profile?
6. Who USES Fuel Rewards? There is a difference between signing up and using the service.
7. Who signs up for other loyalty programs? How does our consumer profile overlap/compare with other loyalty programs?
8. What are the most successful loyalty programs in the US? Who uses them? Why do these people use them?

Random

1. What is the current value to Retail Wholesaler to offer mobile payments? Loyalty programs?
2. Is Mobile Pay something that influences consumer behavior?
3. What influences consumer behavior most with respect to fuel? I think the answer is cost and convenience. What does this mean today? What does this mean in the future?

Prioritization + Shell Strategy

Resist the urge to engineer a solution. What is the problem, and what is our ideal position?

1. Biggest "Bang for the Buck"

• SOPUS contracts
• Consumer exposure (must be data-driven). What is our potential UPSIDE? What is the value of incremental business?
• What is the opportunity cost?
• What is the cost of missing out?
• What is the cost of sitting out?

2. Technical Feasibility

• Which platform(s) are (relatively) easy to integrate with?
• What is our deployment cost, both monetary and human capital?
• What is our replication cost? Calculate for same OEM and different OEM.
• Define Utopia, i.e. what is minimum achievable replication cost?
• What is our run & maintain cost, strategy, vision?