Please follow these important steps to help ensure your site is ready to communicate this campaign to customers:

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Gerard Johnston
6 years ago
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1 Dear Shell Wholesalers and Retailers, This year, we will use our best, most advanced gasoline to showcase our over 100 year commitment to high quality fuels research, development, and innovation. The Shell V-Power Formula for Excitement campaign will allow us to further differentiate our brand, products, and services from competition and drive customer loyalty, volume, and margin across all grades. Customers have told us they want a more exciting drive which they can only get when their vehicle performs at its best. Shell V-Power is now proven to actively clean for better performance, by removing an average of 60% of performance-robbing gunk on intake valves left behind by low quality premium gasolines. Shell V-Power is also the only premium fuel that Ferrari chooses for improved performance. Starting Monday, September 2, 2013, the campaign will be supported with national advertising and a comprehensive point-ofpurchase (POP) package, which reinforces ways customers can save on Shell V-Power. You also have access to new co-op materials (TV, radio, print, web banners), a new web site, FAQs, and much more! Additionally, Fuel Rewards Network Members can continue to save at least 3 /gal on every fill-up at participating Shell sites each time they fill-up with their FRN Card. This offer includes all Shell Nitrogen Enriched Gasolines, including Shell V-Power, plus Shell Diesel. To prepare for this exciting event go to (no log-in needed) right now! Review the campaign plans & win prizes Get the basics right deliver the 4 customer promises & correct product codes Educate staff on campaign details and hand brochures to customers Please follow these important steps to help ensure your site is ready to communicate this campaign to customers: OBSERVE appropriate safety measures when installing POP materials. POST the Shell V-Power premium gasoline POP materials by Monday, September 2, Posting the provided pump toppers (L-bent inserts), and pole signs in at least 50% of the space will help your site qualify for Mystery Motorist Program (MMP) points. SHELL FAMILY OF CARDS APPLICATIONS AND BROCHURES o Shell Drive for Five, Shell MasterCard and Shell Fleet Cards applications are included in your kit. o Place the applications in your Merchandiser Unit as shown. o CONTINUE TO DISPLAY all existing Shell $aver Card and Fuel Rewards Network brochures. YOUR STORE PROFILE dictates the materials you received. If you did not receive certain POP materials, you may need to update your store profile. Please contact Pointsmith at Thank you for your support of more than 100 years of Shell high quality products & services! If you feel that you have received this POP package in error, please contact your Shell Area Manager immediately. Sincerely, Michelle Liu BTL & National Promotions Mgr. FRN GAP EQV _V-Power_FRN_GAP_POG.indd 1 7/29/13 11:15 AM

Q4 2013 Shell V-Power KIT CONTENTS Please carefully check that all of your items are included in your kit. The following is a complete list of the kit contents.

Each kit will include the following: * Pole Signs * Large or Small Building Sign * Curb Signs * Super Pump Toppers & Standard Pump Toppers * L-Bent Inserts (only for locations

Inserts * Yard Flag * FRN TM Dispenser Inserts (pack of 100) * FRN Dispenser Insert Holder Graphic Card 2 Fuels Brochures (pack of 50) 1 Shell V Power Header Card 1 Shell Drive

Although the boxes were shipped together at the same time, you may not receive them all at once.

This is a very common occurrence in multi-part UPS shipments please allow 24 hours between shipments.

2 Q Shell V-Power KIT CONTENTS Please carefully check that all of your items are included in your kit. The following is a complete list of the kit contents. Premium Gasoline Please Post by 10 am on September 2, Each kit will include the following: * Pole Signs * Large or Small Building Sign * Curb Signs * Super Pump Toppers & Standard Pump Toppers * L-Bent Inserts (only for locations without pump topper frames) * Register Toppers * Change Mat Inserts * Shell Drive for Five Card Graphic Card * Shell Drive for Five Card Applications (pack of 50) * Hose Flag Inserts * Yard Flag * FRN TM Dispenser Inserts (pack of 100) * FRN Dispenser Insert Holder Graphic Card 2 Fuels Brochures (pack of 50) 1 Shell V Power Header Card 1 Shell Drive for Five Card Header Card 1 Shell MasterCard Applications (pack of 50) 1 Shell Fleet Cards Applications (pack of 50) 1 Shell V-Power Product Knowledge Module * Depending on your store s specific needs and your store profile, quantities on these items will vary. If you receive too many or not enough of any POP item, please call POINTSMITH at This POP kit is shipping to some locations in 2 or 3 separate boxes. Although the boxes were shipped together at the same time, you may not receive them all at once. It is possible that you will receive Box #1 first, with Box #2 arriving the following day. This is a very common occurrence in multi-part UPS shipments please allow 24 hours between shipments. However, if your second box does not follow within 24 hours, please call any of the Shell Customer Service Reps at Pointsmith, Register Topper Shell V-Power Product Knowledge Module Change Mat Insert FRN Dispenser Insert FRN Dispenser Insert Holder Graphic Card Hose Flag Insert Shell V-Power Header Card Fuels Brochures L-Bent Insert Pole Sign Large or Small Building Sign Curb Sign Yard Flag Super Pump Topper Standard Pump Topper Shell MasterCard Applications Shell Fleet Cards Applications Shell Drive for Five Card Graphic Card Shell Drive for Five Card Applications Shell Drive for Five Card Header Card _V-Power_FRN_GAP_POG.indd 2 7/29/13 11:15 AM

(POP): REMOVE and DISCARD the following pieces.

Application Holder Graphic Card Shell Drive for Five

Fleet Cards Application Standard Pump Topper Super Pump

3 IMPORTANT! Before you install your Shell V Power point-of-purchase (POP): REMOVE and DISCARD the following pieces. Shell Family of Cards Register Topper L-Bent Insert Application Holder Graphic Card Shell Drive for Five Card Application Shell MasterCard Application Shell Fleet Cards Application Standard Pump Topper Super Pump Topper Merchandiser Unit Header Card Curb Sign Pole Sign Large or Small Building Sign _V-Power_FRN_GAP_POG.indd 3

Pole Sign, Large or Small Building Sign Shell Fuel Rewards Pole Signs OR Building Signs may be used to meet the perimeter POP requirement.

4 IMPORTANT! Before you install your Shell V Power point-of-purchase (POP): REMOVE and DISCARD the following pieces. Fuel Rewards Network * Reminder: Mystery Motorist Program (MMP) Requirements for FRN Signage One Perimeter POP Sign: PID Panel, PID Banner, Pole Sign (50% must communicate Shell V-Power), Metal Light Pole Sign, Large or Small Building Sign Shell Fuel Rewards Pole Signs OR Building Signs may be used to meet the perimeter POP requirement. Two Fueling Area Signs: Column Banner, Pump Side Decal, Instructional Lug-On In-Store POP: FRN Brochure Stocked in Merchandiser Unit AND 1 additional sign: Triarama OR Change Mat Insert FRN Dispenser Insert FRN Dispenser Insert Holder Graphic Card Header Card Change Mat Insert Shell Nitrogen Enriched Gasolines Pump Valance Clip-On Shell Nitrogen Enriched Gasolines Brochures Fuels Product Knowledge Module McDonald s/monopoly If you have not already, please REMOVE and DISCARD the following items. OR Hose Flag Insert Game Boards and Display (If applicable) _V-Power_FRN_GAP_POG.indd 4

IMPORTANT! CONTINUE TO DISPLAY the following POP elements.

(MMP) Requirements for FRN Signage One Perimeter POP Sign:

Shell V-Power), Metal Light Pole Sign, Large or Small

Signs may be used to meet the perimeter POP requirement.

Instructional Lug-On In-Store POP: FRN Brochure Stocked in

Mat Insert Pump Side Decal FRN Dispenser Insert Holder

Sign PID Banner Instructional Lug-On Column Banner FRN

offers) Window Sign Triarama Training Module Site level

Dispenser Decal FRN 3 /gal Pump Wobbler FRN 3 /gal Tear

5 IMPORTANT! CONTINUE TO DISPLAY the following POP elements. FUEL REWARDS NETWORK * Reminder: Mystery Motorist Program (MMP) Requirements for FRN Signage One Perimeter POP Sign: PID Panel, PID Banner, Pole Sign (50% must communicate Shell V-Power), Metal Light Pole Sign, Large or Small Building Sign Shell Fuel Rewards Pole Signs OR Building Signs may be used to meet the perimeter POP requirement. Two Fueling Area Signs: Column Banner, Pump Side Decal, Instructional Lug-On In-Store POP: FRN Brochure Stocked in Merchandiser Unit AND 1 additional sign: Triarama OR Change Mat Insert Pump Side Decal FRN Dispenser Insert Holder Interchangeable Change Mat FRN Brochure (Call to re-order.) FRN T-Shirt FRN Customer Service Tear Pad OR Unavailable Sign PID Banner Instructional Lug-On Column Banner FRN Spanner (if in good condition or sign can be used for local offers) Window Sign Triarama Training Module Site level Information Sheet FRN Program Assistance Numbers FRN Dispenser Decal FRN 3 /gal Pump Wobbler FRN 3 /gal Tear Pads FRN 3 /gal Window Sign FRN 3 /gal Merchandiser Unit Lug-On FRN 3 /gal Cashier Button FRN 3 /gal Talking Points/FAQ _V-Power_FRN_GAP_POG.indd 5

Door/Window Decal (optional) T-Shirt Pump Valance Decals Valve Display

Card Shell Family of Cards Side Panel Inserts for Merchandiser Unit Shell

decals, please call Pointsmith at 1-800-762-5213.

6 IMPORTANT! CONTINUE TO DISPLAY the following POP elements. Shell Nitrogen Enriched Gasolines Hose Flag Frame (with permanent decal) Door/Window Decal (optional) T-Shirt Pump Valance Decals Valve Display (optional) Shell Family of Cards $25 Gift Card $50 Gift Card $100 Gift Card Shell Family of Cards Side Panel Inserts for Merchandiser Unit Shell $aver Card Brochures If you do not have hose flag frames or pump valance decals, please call Pointsmith at Hose flag frames are $4 each and pump valance decals are $5 per set, plus handling/freight _V-Power_FRN_GAP_POG.indd 6

POLE SIGNS If you have POLE SIGN frames, install these inserts in all your frames. If you don t have frames, follow the instructions for WRAP POLE SIGN below.

7 POLE SIGNS If you have POLE SIGN frames, install these inserts in all your frames. If you don t have frames, follow the instructions for WRAP POLE SIGN below. NOTE: Your PID Price Sign should always have primary visibility, with no obstruction of any kind. Therefore, do not place a wrap pole sign on a light pole in front of the PID price sign if it will obstruct the view of the price sign. AND do not place a wrap pole sign ON the PID sign. Pole Sign ACCEPTABLE NOT ACCEPTABLE Wrap Pole Sign Assembly and Instructions Included in your kit: 1 Pole Sign Set " Cable Ties 2 36" Cable Ties 7.5" Cable 36" Cable STEP 1: On a flat surface, place both signs back-to-back. NOTE: Do not peel liners from tape squares on back of sign at this time. On one side only, insert 7.5" cable ties, fasten securely and trim off excess ends. STEP 2: Take sign and remaining hardware outside for installation. Slide sign onto pole through open side. While sign is still at ground level, insert remaining 7.5" cable ties, fasten securely and trim off excess ends. Thread 36" cable ties through center holes at top and bottom edges. Do not fasten at this time. STEP 3: Slide sign up the pole to the desired height. (You may need some assistance at this point another set of hands.) Remove liner from the bottom two tape squares and press firmly against pole. STEP 4: While your assistant holds the sign, remove the liner from the top two tape squares and press sign firmly into place against the pole. Pull cable ties securely and trim off excess ends. BUILDING SIGNS or Large Building Sign Small Building Sign _V-Power_FRN_GAP_POG.indd 7

8 Post POP materials by 10:00 am on launch Lug-On PID Panel FRN Dispenser Decal PID Panel PID Banner FRN Dispenser Insert Holder OR Pump Side Decal L-Bent Insert Yard Flag Super & Standard Pump Toppers _V-Power_FRN_GAP_POG.indd 8

9 date Monday, September 2, Spanner (if in good condition or sign can be used for local offers) Window Signs Door/Window Decal (if applicable) Application Holder Graphic Card Pump Wobbler Hose Flag Frame/Insert Column Banner Large or Small Building Sign Pole Sign _V-Power_FRN_GAP_POG.indd 9

L-BENT INSERTS (only for locations without Pump Topper frames) L-Bent Frame L-Bent Insert (insert into existing

TOPPER FRAME SHOULD UTILIZE 1 STANDARD PUMP TOPPER and 1 SUPER PUMP TOPPER.

10 L-BENT INSERTS (only for locations without Pump Topper frames) L-Bent Frame L-Bent Insert (insert into existing frame) PUMP TOPPERS SHELL V Power PROMOTION ONLY If your station is only promoting Shell V Power, please insert the Pump Toppers in this manner. NOTE: Your kit includes 2 kinds of Pump Toppers: 50% Super Pump Toppers 50% Standard Pump Toppers EVERY PUMP TOPPER FRAME SHOULD UTILIZE 1 STANDARD PUMP TOPPER and 1 SUPER PUMP TOPPER. Insert the Standard Pump Topper into one side and insert the Super Pump Topper into the other side. SUPER PUMP TOPPER STANDARD PUMP TOPPER POP is shipped based on your store profile. Please make sure your profile is correct by visiting Click on Advertising, then Point-of-Purchase and then Store Profiles. If your location did NOT receive the correct quantity, please contact Pointsmith at _V-Power_FRN_GAP_POG.indd 10

Pump Topper inserts for each offer should be BACK TO BACK as shown on the visual below.

CORRECT INSTALLATION on both sides of 50% of the dispensers Both sides of the dispenser must show Shell V Power Pump Toppers.

11 AVOID MIXED MESSAGES ON THE DISPENSER! If your station is currently running a secondary promotion, fill 50% of Pump Topper Frames with Shell V Power Pump Topper inserts and 50% of Pump Topper Frames with the secondary promotion s inserts. Pump Topper inserts for each offer should be BACK TO BACK as shown on the visual below. CORRECT INSTALLATION $ 3 99 Dispenser 1 Dispenser 2 Both sides of the dispenser must show secondary promotion Pump Toppers. CORRECT INSTALLATION on both sides of 50% of the dispensers Both sides of the dispenser must show Shell V Power Pump Toppers. CORRECT INSTALLATION on both sides of 50% of the dispensers INCORRECT INSTALLATION DO NOT display secondary promotion Pump Topper inserts and Shell V Power Pump Topper inserts TOGETHER as shown on the right. $ 3 99 DISPENSER APPLICATION HOLDER GRAPHIC CARD Replace the Shell Drive for Five Card graphic card with the enclosed Shell Drive for Five Card graphic card. New Shell Drive for Five Card Graphic Card Top View of Vertical Application Holder IMPORTANT In order to prevent customers from taking the graphic card rather than an application, ensure that the graphic card inserts between the front slots of the application holder. Insert Graphic Card first, and ensure it slides into the front slot position. New Shell Drive for Five Card Graphic Card New Shell Drive for Five Card Applications go behind graphic card. One pack of applications will fill two application holders. REMINDER: Replacement application holder lids are available for purchase. Please contact Pointsmith at to place orders. The cost is $2.95 plus freight and handling _V-Power_FRN_GAP_POG.indd 11

FRN DISPENSER INSERT HOLDERS, INSERTS & GRAPHIC CARDS Your POP

insert holder currently on your pumps. Graphic Card: 1.

Insert face-out into the holder and firmly press tape against

Inserts: (pack of 100) Place 50 inserts into each insert holder.

Graphic Card with tape FRN Inserts HOSE FLAG INSERT Installation

First slide one edge of the insert under the molded clips, then

Repeat this step on each side of the Hose Flag Frame.

12 FRN DISPENSER INSERT HOLDERS, INSERTS & GRAPHIC CARDS Your POP kit contains new Graphic Cards and Inserts for the dispenser insert holder currently on your pumps. Graphic Card: 1. Peel backing away from tape. 2. Insert face-out into the holder and firmly press tape against inside front edge of holder. 3. Repeat for each insert holder. Inserts: (pack of 100) Place 50 inserts into each insert holder. Each pack contains 100 inserts and will fill TWO holders. Graphic Card with tape FRN Inserts HOSE FLAG INSERT Installation of New Inserts Install enclosed inserts into the Hose Flag Frame. First slide one edge of the insert under the molded clips, then bend it and slide in the opposite edge under the remaining clips. Repeat this step on each side of the Hose Flag Frame. If you have not already, please REMOVE and DISCARD the following items. OR Current Hose Flag Insert If you need replacement hose flag frames, please call Pointsmith at Replacements are $4 each plus shipping and handling _V-Power_FRN_GAP_POG.indd 12

YARD FLAG INSTALLATION INSTRUCTIONS Setup 1. Take the Ground Stake and place it securely into the ground. (about 10" 12") 2. Slide the 4 pole sections together to form one long pole.

4. Once step 3 is complete, attach the bungee cord on section 4 to the metal clasp at the bottom of the flag.

13 YARD FLAG INSTALLATION INSTRUCTIONS Setup 1. Take the Ground Stake and place it securely into the ground. (about 10" 12") 2. Slide the 4 pole sections together to form one long pole. Note that the gray ends of pole sections 2 and 3 should be pointing up. See Graphic A for further instructions. 3. Place the flag on the pole by inserting the top section of the pole into the flag sleeve and slide it down until it hits the end of the sleeve. 4. Once step 3 is complete, attach the bungee cord on section 4 to the metal clasp at the bottom of the flag. Note: Make sure the knot on the bungee cord is tied tightly before attatching it to the metal clasp. (See Graphic B) 5. Mount section 4 onto the ground stake as shown in Graphic C. Graphic A Graphic B Top Section Make sure the knot on the bungee cord is tied tightly before attatching it to the metal clasp. Section 2 Graphic C Section 3 Section 4 Section 4 should be placed fully onto the ball bearing side of the ground stake, which is approximately 3 inches. Ground Stake Flags should be removed in case of high winds (excess 20 mph) to prevent damage to the flag. Place stake 10" 12" into the ground. Mystery Motorist Program (MMP) Requirements for Yard Signs Maximum of two (2) yard signs, including yard stakes, yard banners, and yard flags can be displayed per street in the yard area. This includes signage that may be shared with third-party businesses on-site (e.g., quick-serve restaurants). To meet this requirement, you can display two (2) Shell V-Power yard signs along one street, plus one (1) Shell V-Power yard sign along another street OR display one (1) Shell V-Power yard sign along each of three streets _V-Power_FRN_GAP_POG.indd 13

COUNTER AREA P.O.P. REGISTER TOPPER 1. Determine position on register with highest customer visibility (left, right or center). 2. Clean area where T-channel will be applied. 3.

14 COUNTER AREA P.O.P. REGISTER TOPPER 1. Determine position on register with highest customer visibility (left, right or center). 2. Clean area where T-channel will be applied. 3. Peel off tape liner and attach T-channel to register in desired position. Register Topper NOTE: The back of the REGISTER TOPPER highlights product and program information that can assist staff members with answering questions from customers and Shell mystery shoppers. SHELL V POWER PRODUCT KNOWLEDGE MODULE NOTE: The Shell V Power Product Knowledge Module should be posted behind the counter area for staff members to easily reference important information about the Formula in Shell V Power. This will also help them answer questions from customers and Shell mystery shoppers. INTERCHANGEABLE CHANGE MAT AND INSERT Shell V Power Product Knowledge Module Your POP kit contains a new change mat insert. 1. Slide the Change Mat Insert, printed side up, between the flaps of the Interchangeable Change Mat. 2. Place the Interchangeable Change Mat, with insert installed, on the counter near the register with the Shell Pecten facing the customer. Change Mat Insert Interchangeable Change Mat ASSEMBLED Interchangeable Change Mat and Insert _V-Power_FRN_GAP_POG.indd 14

Merchandiser Unit HOW TO ARRANGE SHELL GIFT CARDS, APPLICATIONS AND BROCHURES: Side 1: Shell Family of Cards 1. Display the Shell Drive for Five Card Header Insert in one side of Header Card holder.

Continue to display the Shell $aver Card brochures as shown. 3. Continue to display both Shell Family of Cards Side Panel Inserts on each side of the unit as shown. 4.

15 Merchandiser Unit HOW TO ARRANGE SHELL GIFT CARDS, APPLICATIONS AND BROCHURES: Side 1: Shell Family of Cards 1. Display the Shell Drive for Five Card Header Insert in one side of Header Card holder. 2. Please REMOVE and DISCARD current Shell Drive for Five Card, Shell MasterCard, and Shell Fleet Cards applications. Replace each application with the applications as shown. Continue to display the Shell $aver Card brochures as shown. 3. Continue to display both Shell Family of Cards Side Panel Inserts on each side of the unit as shown. 4. Continue to display ALL $25 Gift Cards on both Gift Card arms on this side of the unit as shown. Side 2: Shell V Power and Fuel Rewards Network TM POP 1. Display the Shell V Power Header Insert in the other side of Header Card holder, behind the Shell Drive for Five Card Insert. Discard the current Fuel Rewards Network Header insert. 2. Please REMOVE and DISCARD current Shell Nitrogen Enriched Gasolines Brochures. Replace brochures with the Fuels brochures as shown. 3. Continue to display the Fuel Rewards Network brochures as shown. Shell Drive for Five Card Header Insert Shell Fleet Cards Applications Shell Drive for Five Card Applications Shell V Power Header Insert $25 Gift Cards Shell Family of Cards Side Panel Insert Shell $aver Card Brochures Shell MasterCard Applications 5 $100 Gift Cards $50 Gift Cards 4. Continue to display both Shell Family of Cards Side Panel Inserts on each side of the unit as shown. Fuels Brochures Shell Family of Cards Side Panel Insert 5. Continue to display the $50 and $100 Gift Cards on both Gift Card arms on this side of the unit as shown. Continue to Display the Merchandiser Unit on the front counter by the register once updated and completely filled. Fuel Rewards Network Brochures For questions about Shell Gift Cards, including the new Auto-Replenishment Program, contact Royal Performance Group (RPG) at To order additional credit card applications, merchandiser units, or Shell $aver Card brochures, contact Pointsmith at For questions about Fuel Rewards Network brochures and the Auto-Replenishment Program, contact the FRN card service at _V-Power_FRN_GAP_POG.indd 15

16 _V-Power_FRN_GAP_POG.indd 16

To help ensure the success of this promotion, please follow these important steps below:

To help ensure the success of this promotion, please follow these important steps below: Dear Shell Wholesalers and Retailers, The Q1 2012 fuels campaign will launch on Monday, March 5, 2012. Our NEW and IMPROVED Shell Nitrogen Enriched Gasolines formula now contains 20% MORE active cleaning