Dive Brief:
- Equilon Enterprises, doing business as Shell Oil Products U.S., completed its acquisition of PDI Technologies’ and Excentus Corporation’s fuel rewards program last week, according to an emailed press release.
- The agreement, which was first announced in April, gives the oil company full control of the program, which provides fuel discounts for drivers at more than 12,000 U.S. Shell stations.
- The rewards program is free to join and offers tiers that give members fuel savings of up to 10 cents per gallon every day.
Dive Insight:
With this deal, Shell is investing in offering rewards and discounts at its sites at a time when customers are watching their wallets amid economic uncertainty and tariff turbulence. Members of this program fuel up four times more, purchase three times more premium gasoline and shop twice as much in c-stores at these Shell sites as non-members, according to the announcement.
Earlier this year, Shell also added a fuel card for Shell Rotella, the oil and gas company’s heavy duty lubricants division.
The program has silver, gold and platinum tiers. Silver-status members save 3 cents per gallon on every fill-up. Gold-status members, who have completed either six 10-plus-gallon fill-ups or 3 fill-ups with Nitro+ premium gasoline in the previous three months, earn five cents off per gallon. Platinum-status members, who have completed at least 12 regular or six premium fill-ups in the past three months, get 10 cents off per gallon and earn double in-store rewards, in addition to other special offers, according to Shell’s website.
Members in all three tiers can stack additional discounts onto their base savings by shopping with participating restaurants and retailers, according to the release.
“Customer loyalty is a key driver of growth to our business and our wholesalers' businesses across the Shell network, and this acquisition demonstrates our long-term commitment to our mutual success,” said Barbara Stoyko, senior vice president, Shell Mobility and Convenience Americas.
PDI Technologies will remain the technology and service provider of the program.
