Dive Brief:
- Shell will debut a Platinum status tier within its Fuel Rewards loyalty program on July 17 at participating U.S. locations with the help of PDI Technologies, according to a Monday announcement.
- Platinum status members will be able to save 10 cents per gallon during fuel trips and double their savings on select products inside Shell convenience stores. Members will also have the chance to win exclusive offers and VIP experiences.
- The company’s rewards program already features Silver, Gold and Gold+ memberships, with Platinum now being the highest level, according to the announcement.
Dive Insight:
Despite Shell’s latest move, many c-store retailers haven’t tapped into tiered loyalty programs. With c-store loyalty participation becoming increasingly important to retailers, offering tiers within these programs can help incentivize members and boost overall engagement, experts say.
“It’s shocking how many [brands] don’t go that extra step to create the loyalty tier,” Jeff Hoover, director of strategy and insights for Paytronix, said in a previous interview.
Members of Shell’s loyalty program can achieve Platinum status with 12 fuel trips of 10 gallons or more over the course of three months. Each trip using Shell’s V-Power NiTRO+ Premium Gasoline counts for two fill-ups, meaning members can earn the status in as little as six fills, according to the announcement. Fuel rewards members who met these criteria between April 1 and June 30 will be granted Platinum status until Sept. 30.
Members are allowed a maximum of 35 gallons per fuel trip when redeeming their Platinum status by itself and a maximum of 20 gallons per trip when redeeming Platinum status alongside other offers, according to Shell.
“Platinum status is the next evolution of the Fuel Rewards program,” Barbara Stoyko, senior vice president for Shell Mobility Americas, said in the announcement. “A rich 10 cents per gallon reward, double the savings on select in-store products and special experiential rewards further establishes our Fuel Rewards program as the top gas and convenience loyalty program.”
Houston-based Shell USA markets fuel at about 14,000 Shell-branded gas stations in 49 states and owns nearly 250 c-stores in the U.S.
