Shell Continues Rollouts On Its Fuel Rewards Network

With the help of Excentus, Shell connects customers to fuel saving programs across all its stations.

Shell and Excentus kicked off the expansion of the Fuel Rewards Network (FRN) in June, and the rollout of this program continues through July.

The program aims to rollout in different cities each month. So far, it is available in more than 50 markets, including Miami and San Francisco, Calif.

The FRN program lets consumers earn rewards through purchases of items such as food, clothing and household goods, which can be redeemed for fuel savings at participating Shell stations. Unlike other rewards programs, consumers can combine rewards from purchases made across the network and can be redeemed in a single transaction. Members of the program enjoy an average savings of $0.32 per gallon.

FRN grocer programs have been exceptionally successful in engaging and creating a loyal customer base.

“We started with grocers in specific geographies just a few years ago, and have expanded our capabilities and our network of participating brands to make FRN savings available to all consumers,” said Brandon Logsdon, president and chief operating officer of Excentus. “We’re excited about our national platform in this new phase as it fortifies our grocer partners from other competition and provides us a unique and innovative platform for retailers, brand marketers and service providers of all forms.”

The program, owned and operated by Excentus, gained immediate traction with brands, as well as consumers. Cents-per-gallon rewards programs are efficient and cost-effective ways for marketers to incite behavioral change in consumers.

Dickson Perry, chairman and CEO of Excentus, said the goal is to save members $1 billion total, and by taking the local program to a national level, more customers will have opportunities to benefit at participating Shell stations.

“Shell knows consumers are looking for a smart loyalty rewards program that helps them save money at the pump without jumping through hoops or sacrificing their quality of fuel,” said Dan Little, marketing manager for Shell North America Fuels. “Working with Excentus on this revolutionary rewards program is exciting because together, we’re helping empower consumers so they may never have to pay full price again.”

Shell Oil Products US, based in Houston, Texas, operates more than 4,600 stores across the U.S.


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