The three-party collaboration between giftee, SRC, and Shell Vietnam in the SHELL ADVANTAGE REWARDS project for Shell Vietnam's lubricant customers and agents began in May 2023 and has received positive feedback from end-users.Customer Introduction:Shell Vietnam Co., Ltd. is a wholly foreign-owned company. Shell manufactures, sells, and markets high-quality lubricants for cars and motorcycles, as well as specialized vehicles such as heavy-duty trucks and ships. Their products also cater to industrial engines and machinery, under renowned brands like Shell Advance, Shell Helix, Shell Rimula, Shell Tellus, Shell Alexia, and more.Shell's petroleum products first entered the Vietnamese market in 1894. Shell re-entered Vietnam in 1988 after the country introduced the Foreign Investment Law. Shell's downstream marketing and business development activities began in 1989 with the establishment of Shell International Representative Offices in Hanoi and Ho Chi Minh City four years later. Since then, Shell has been a prominent lubricant brand in the Vietnamese market.Context:The size of the Vietnamese lubricant market is estimated to be 308.23 million liters in 2024 and is expected to reach 341.78 million liters by 2026, growing at a CAGR of 5.30% during the forecast period (2024-2026) (Source: Mordor Intelligence). To stand out in this market, businesses need to focus on enhancing product quality, ensuring competitive pricing, optimizing production processes, and particularly improving customer service.Although Shell Vietnam is widely recognized, to compete with many new brands entering the market, Shell needs to establish an attractive reward policy for dealers and sales points nationwide.Shell partnered with SRC, a creative and reward agency, to consult on the operation and implementation of the SHELL ADVANTAGE REWARDS (SHARE) program. SRC integrated Giftee's electronic gift system API into Shell Vietnam's reward program.Solution:API Integration for Electronic Gifts: SRC and giftee established an API integration system to incorporate electronic gifts into Shell’s reward program. Popular gift options include phone top-up cards and cash vouchers at WinMart.CRM System Development and Maintenance: SRC developed and currently maintains the CRM system for Shell Vietnam, ensuring all customer information and reward points data are managed accurately and securely.Reward Distribution Operations: SRC is responsible for the operation of reward distribution through point redemption orders on the SHARE app. Users can easily convert their reward points into electronic gifts such as phone top-up cards and WinMart vouchers.Gift Catalog Consulting: SRC provides consulting services on the gift catalog for the SHARE – Shell Advantage Rewards program, as well as Shell Vietnam’s promotional and incentive programs. This ensures that the gifts are always attractive and meet customer needs.Gift Management: SRC manages the entire gift process, from selection and implementation to delivery to the recipients. This system minimizes error risks and ensures a smooth customer experience.Results:Since its launch in May 2023, Shell Vietnam's new rewards program has received positive customer feedback. The API integration between SRC and giftee has simplified the reward process, making it more convenient and satisfying for users. The number of redemption transactions has increased significantly, showing the new system's effectiveness.ConclusionThe collaboration between Shell Vietnam, SRC, and giftee has delivered a comprehensive and modern solution for management and rewarding. This not only strengthens customer relationships but also enhances Shell Vietnam's brand value in a competitive market.