The acquisition supports Shell’s ambition to strengthen and evolve the nationally recognised Fuel Rewards program, delivering increased value and innovation for both its members and wholesale partners. While Shell now owns the program, PDI Technologies will continue to serve as its core technology and service provider, working in close collaboration with Shell and its stakeholders.
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ShellShell Oil Products US, operating under Equilon Enterprises LLC, has officially completed the acquisition of the Fuel Rewards loyalty program from PDI Technologies and Excentus Corp., with the deal closing on April 28.
Shell Oil Products US, operating under Equilon Enterprises LLC, has officially completed the acquisition of the Fuel Rewards loyalty program from PDI Technologies and Excentus Corp., with the deal closing on April 28.
The acquisition supports Shell’s ambition to strengthen and evolve the nationally recognised Fuel Rewards program, delivering increased value and innovation for both its members and wholesale partners. While Shell now owns the program, PDI Technologies will continue to serve as its core technology and service provider, working in close collaboration with Shell and its stakeholders.
Barbara Stoyko, Senior Vice President of Shell Mobility & Convenience Americas, commented on the move: “Customer loyalty remains a vital growth lever for both our business and our wholesalers. This acquisition reflects our long-term commitment to enhancing the Fuel Rewards program in line with customer expectations and market dynamics. Today is a significant step forward as we officially take ownership and look to expand its impact.”
Fuel Rewards, accepted at over 12,000 Shell locations across the U.S., enables members to save money per gallon at the pump. Additional benefits include bonus rewards from select restaurants and retailers, exclusive experiences, and access to gift cards.
The program has received national recognition, earning a spot on Newsweek’s 2024 list of America’s Best Loyalty Programs and previously ranked as the leading fuel and convenience loyalty initiative in the Bond Loyalty Report 2021.
Shell reports that Fuel Rewards members exhibit significantly higher engagement—fueling up four times more often, purchasing triple the amount of Shell V-Power NiTRO+ Premium Gasoline, and spending twice as much in-store compared to non-members.
Barbara Stoyko, Senior Vice President of Shell Mobility & Convenience Americas, commented on the move: “Customer loyalty remains a vital growth lever for both our business and our wholesalers. This acquisition reflects our long-term commitment to enhancing the Fuel Rewards program in line with customer expectations and market dynamics. Today is a significant step forward as we officially take ownership and look to expand its impact.”
Fuel Rewards, accepted at over 12,000 Shell locations across the U.S., enables members to save money per gallon at the pump. Additional benefits include bonus rewards from select restaurants and retailers, exclusive experiences, and access to gift cards.
The program has received national recognition, earning a spot on Newsweek’s 2024 list of America’s Best Loyalty Programs and previously ranked as the leading fuel and convenience loyalty initiative in the Bond Loyalty Report 2021.
Shell reports that Fuel Rewards members exhibit significantly higher engagement—fueling up four times more often, purchasing triple the amount of Shell V-Power NiTRO+ Premium Gasoline, and spending twice as much in-store compared to non-members.
Source: Shell
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