SWELL time with SingTel, UOB and Shell

Singapore Telecommunications Ltd, Shell Companies in Singapore and United Overseas Bank Ltd today announced a joint loyalty program called SWELL.

SINGAPORE--Singapore Telecommunications Ltd, Shell Companies in Singapore and United Overseas Bank Ltd today announced a joint loyalty program called SWELL.

Under this tri-party rewards program, existing members of the Shell Escape, SingTel Red Rewards and UOB Rewards Unlimited schemes can exchange and combine points as well as redeem gifts from any of these three standalone programs.

This would give the customers a wider range of gifts and greater flexibility in utilizing their points, said SingTel executive vice president of Consumer Business Lucas Chow.

Introduced on January 1, 2000, Shell Escape has approximately 430,000 members today, while SingTel Red Rewards has 450,000 members. UOB Rewards Unlimited's membership stands at 400,000.

However, to qualify for SWELL, an applicant must be a member of at least two of the three individual programs.

A SingTel spokesperson said SWELL has a potential customer base of over one million and the two-membership requirement gives each of the companies an opportunity to capture new customers.

"SWELL will allow each one of us to capture the loyalty of our customers as well as increase our customer base," Chow said at the program's launch today.

"We are not stopping with three partners...we'll get another company in the travel industry to join SWELL...not necessarily an airline company, it could be a hotel or entertainment company," he added without elaborating.

The idea of SWELL was mooted about a year ago and applications will roll out this Friday, according to a Shell spokesperson.

Interested parties can pick up a SWELL application at any Shell petrol station, SingTel hello! retail outlet or UOB Group branch.

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