OBSERVE appropriate safety measures when installing point-of-purchase (POP) materials.

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1 Dear Shell Grocer Program Participants, The Q Shell $aver Card SM promotion will launch on Monday, January 31, New accounts ONLY will receive a Limited Edition Shell Saver Card and will save 10 cents per gallon on Shell fuel until April 30, The imited edition card is only available through the promotional period. After April 30, new accounts will receive the standard Shell Saver Card. The NEW Limited Edition Shell Saver Card features the #22 Shell Pennzoil Dodge to help promote the alliance between Shell and Penske Corporation in the 2011 racing season! The Driver of the Shell Pennzoil Dodge is Kurt Busch, the 2004 NASCAR Sprint Cup series champion. We are very excited about this new alliance and look forward to a great racing season! During the promotion period, existing Shell Saver Card holders will continue to save 2 per gallon. However, look for information soon on how ALL Shell Saver Card holders can save even more when Kurt Busch wins a race! To help ensure the success of this promotion, please follow these important steps below: Because you are participating in a grocer reward program, there are certain ongoing grocer POP elements that you must keep displayed in addition to the Q1 Shell Saver Card materials. Those items are shown on the planogram. Please review the planogram carefully to ensure you are meeting the requirements for ongoing grocer reward signage during the first quarter. OBSERVE appropriate safety measures when installing point-of-purchase (POP) materials. POST the Shell Saver Card POP on Monday, January 31, 2011 by 10:00am. Follow instructions on the enclosed planogram to ensure proper placement. o Shell locations in the state of California will receive POP materials that communicate Earn versus Save to comply with state regulations. o Shell locations that can ONLY accept the Shell Saver Card inside the store will receive POP directing the consumer pay inside to use their Shell Saver Card. NEW Shell Saver Card brochures: One pack of the NEW LIMITED EDITION Shell Saver Card brochures is included in the POP kit. PLEASE DESTROY existing Shell Saver Card brochures offering the 5 per gallon savings. The Shell Saver Card brochures CAN NOW be placed in the 4 tier counter application holder. Please use the top tier of the holder for the Shell Saver Card (See planogram for placement example). EXISTING SHELL CARD PROGRAMS: 1. The EXISTING Shell Drive for Five SM Card applications are still valid. If they are in good condition, continue to display them. PLEASE USE THE bottom tier of the counter application holder for the Shell Drive for Five SM Card. (See planogram for placement example). Additional applications are enclosed in the POP kit for the dispenser application holder and inside the store. 2. Existing Shell MasterCard and Shell Fleet Card applications are still valid. Contact Pointsmith at if you need additional applications. 3. Replacement lids for the dispenser applications holders are available at Pointsmith. Cost is $2.95 per lid and is eligible for 50% co-op reimbursement. Please contact Pointsmith at for replacement lids. EXISTING Shell Nitrogen Enriched materials: Please refer to the planogram carefully to understand which materials you should continue to display. Thank you for your support! We look forward to another successful promotion! Sincerely, Debbie Degeyter-Strange BTL & National Promotions Mgr Q4 V2

2 Q Shell Saver Card SM /NASCAR 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. Post by 10 am on Jan. 31 Each kit will include the following: * Pole Signs * Large Building Signs * Small Building Signs * Super Pump Toppers/Standard Pump Toppers * L-Bent Inserts (only for locations without pump topper frames) * 1 or 2 Register Toppers * NEW Dispenser Application Holder Graphic Cards * Shell Drive for Five SM Card Applications (pack of 50) 1 NEW Drive for Five SM Card Riser Card (for inside application holder) 1 Shell Saver Card Brochures (pack of 50) * 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 The 1st Quarter 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, PUMP TOPPER L-BENT INSERT ONLY for locations without pump topper frames. POLE SIGN LARGE & SMALL BUILDING SIGNS Shell Saver Card BROCHURES SUPER PUMP TOPPER REGISTER TOPPER NEW Shell Drive for Five Card RISER CARD for INSIDE APPLICATION HOLDER NEW Shell Drive for Five Card DISPENSER APPLICATION HOLDER GRAPHIC CARD Shell Drive for Five Card APPLICATIONS

3 IMPORTANT! KEEP the following POP items. PID BANNER WINDOW SIGN COLUMN BANNER LARGE & SMALL BUILDING SIGNS (see next page) SPANNER HOSE FLAG INSERT DISPENSER DECAL L-BENT OR LUG-ON PUMP SIDE LUG-ON CHANGE MAT CUSTOMER SERVICE NUMBER TEARPAD REGISTER TOPPER TRIARAMA CEILING DANGLER T-SHIRT BROCHURES BROCHURE HOLDER HEADER CARD

4 IMPORTANT! Before you install your NEW Shell Saver Card point-of-purchase (POP): REMOVE the following pieces. L-BENT INSERT Shell Drive for Five SM Card RISER CARD Existing Shell Saver Card BROCHURES YARD BANNER COLUMN BANNER Shell Drive for Five SM POLE SIGN SUPER PUMP TOPPER PUMP TOPPER Shell Drive for Five SM Card DISPENSER APPLICATION HOLDER GRAPHIC CARD Shell Drive for Five SM REGISTER TOPPER HOLIDAY GIFT CARD WINDOW SIGN Continue to display the following items: Shell Nitrogen Enriched Gasolines BROCHURE Shell Drive for Five SM Card APPLICATIONS Shell Fleet Card APPLICATIONS Shell MasterCard APPLICATIONS POP is shipped based on your store profile. Please make sure your profile is correct by visiting If your location did NOT receive the correct quantity, please contact POINTSMITH at

5 SHELL NITROGEN ENRICHED GASOLINES IMPORTANT! KEEP the following POP elements. HOSE FLAG FRAME (with permanent decal) PUMP VALANCE DECALS BROCHURES PASSIONATE EXPERT STAND-UP Please call Pointsmith at to order any of the items shown above. Cost is eligible for 50% co-op pending fund availability. NOTE: If only one frame is present, please display your building sign. If you have multiple frames, display your building sign first, then display the Shell Saver Card building sign. Card LARGE & SMALL BUILDING SIGNS Shell Saver Card LARGE & SMALL BUILDING SIGNS

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. 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. NEW Shell Saver Card POLE SIGN 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 NOT ACCEPTABLE 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 4" 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 4" 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 GROCER REWARDS LARGE OR SMALL BUILDING SIGN NEW Shell Saver Card LARGE OR SMALL BUILDING SIGN

7 DISPENSER APPLICATION HOLDER GRAPHIC CARD Replace the Shell Drive for Five SM Card graphic card with the enclosed NEW Shell Drive for Five SM Card graphic card. REMOVE & DISCARD OLD Shell Drive For Five SM Card Graphic Card NEW Shell Drive For Five SM Card Graphic Card NOTE: The Shell Drive for Five SM Card applications currently displayed at the dispenser are still valid. You may continue to display these applications if they are in good condition. Your Q1 POP kit contains additional applications. REMEMBER TO KEEP THE DISPENSER APPLICATIONS FILLED! 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. Shell Drive For Five SM Card Graphic Card Insert Graphic Card first, and ensure it slides into the front slot position. Shell Drive for Five SM Card applications go behind graphic card. One pack of applications will fill two application holders. POP is shipped based on your store profile. Please make sure your profile is correct by visiting If your location did NOT receive the correct quantity, please contact POINTSMITH at

8 Grocer Rewards PID Banner Dispenser Decal Grocer R Hose Fla STOP BEFORE you insert your payment card, follow the screen prompts to initiate the Ralphs rewards points redemption process. Pump Topper Super Pump Topper Grocer Rewards Pump Side Lug-on Application Holder Graphic Card Grocer Rewards Stop Sign L-Bent OR Lug-on L-Bent Insert

9 Spanner Insert ewards g Insert Window Sign Column Banner Large/Small Building Sign Large/Small Building Sign (only if more than one frame is present) Pole Sign

10 L-BENT INSERTS (only for locations without pump topper frames) L-BENT INSERT NEW Shell Saver Card L-BENT INSERT Insert into existing frame. L-Bent Frame PUMP TOPPERS - SHELL SAVER CARD PROMOTION ONLY If your station is only promoting the Q1 Shell Saver Card, 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 Standard Pump Topper in one side and insert Super Pump Topper in the other side. SUPER PUMP TOPPER STANDARD PUMP TOPPER To order additional credit card applications or Shell Saver Card Brochures, contact Pointsmith at

11 AVOID MIXED MESSAGES ON THE DISPENSER! If your station is currently running a secondary promotion, fill 50% of Pump Topper Frames with Shell Saver Card 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 DISPENSER 1 DISPENSER 2 Both sides of the dispenser must show secondary promotion Pump Toppers. Both sides of the dispenser must show Shell Saver Card Super Pump Toppers. CORRECT INSTALLATION on both sides of 50% of the dispensers CORRECT INSTALLATION on both sides of 50% of the dispensers INCORRECT INSTALLATION Do not display secondary promotion pump toppers and Shell Saver Card pump toppers TOGETHER as shown at right.

12 NEW RISER CARD Insert NEW Shell Drive for Five SM Card Riser Card in the inside application holder. NEW Shell Drive For Five SM Card Riser Card NEW Shell Saver Card Brochures NEW Shell Drive For Five SM Card APPLICATION HOLDER RISER CARD REMOVE & DISCARD OLD APPLICATION HOLDER RISER CARD Shell Fleet Card Applications Shell MasterCard Applications Shell Drive For Five SM Card Applications Display the NEW Shell Saver Card Brochure in the inside counter application holder APPLY By Phone Cards NEW Shell Saver Card BROCHURES REMOVE & DISCARD OLD Shell Saver Card BROCHURES NOTE: Display ALL existing Shell credit card applications AND the Shell Saver Card brochures in the counter application holder as shown above. Your POP kit includes additional Shell Drive For Five SM applications. If you need additional Shell MasterCard or Shell Fleet Card applications, please contact Pointsmith at Place the NEW Shell Saver Card Brochures in the fourth tier of the four tier application holder. To order additional credit card applications, application holders, or Shell Saver Card Brochures, contact Pointsmith at

13 COUNTER AREA P.O.P. REGISTER TOPPER (T-Channel is already attached) 1. Determine position on register with highest customer visibility (left, right or center). 2. Clean area where T-channel will be applied. CHANGE MAT Continue to display Change Mat. 3. Peel off tape liner and attach T-channel to register in desired position. Display both register toppers Continue to display NEW Shell Saver Card GROCER REWARDS REGISTER TOPPER REGISTER TOPPER REMOVE & DISCARD SHELL DRIVE FOR FIVE SM CARD REGISTER TOPPER BROCHURE HEADER CARD & BROCHURES Continue to display the Brochure Holder Header Card and Brochures in the two-tier brochure holder. POP is shipped based on your store profile. Please make sure your profile is correct by visiting If your location did NOT receive the correct quantity, please contact POINTSMITH at

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