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Shell adopts Excentus Fuel Rewards Network

Nine out of ten consumers would like to earn rewards from their online shopping activities, yet only one in three are currently being rewarded for that spending, according to a survey sponsored by Shell in the US, which has responded by partnering with the Fuel Rewards Network (FRN) operated by Excentus.

Loyalty rewards programmes have evolved over the years and so have consumers' expectations to get value through their everyday purchases, including those purchases made online. Through the Fuel Rewards Network (FRN) programme, consumers are now earning rewards for everyday purchases including online shopping, which can then be redeemed for savings on fuel at participating Shell stations. The FRN programme offers several ways to earn rewards for simple everyday purchases like food, clothing and household goods.

The FRN programme enables shoppers to combine or 'stack' multiple rewards offers - or cents-per-gallon savings - for bigger savings at the fuel pump, with discounts potentially mounting up to several dollars per gallon.

"While the average savings is around US$0.32 per gallon of fuel, we've seen some shoppers paying just US$0.01 per gallon by redeeming Fuel Rewards savings at Shell stations," said Dan Little, Shell North American Fuels' marketing manager. "And those savings can be redeemed against all grades of Shell Nitrogen Enriched Gasolines, including Shell V-Power Premium Gasoline, and Shell Diesel, up to 20 gallons per purchase, per vehicle."

Consumers earn the cents-per-gallon savings through the following methods, based on market availability:

Online Mall
Nearly 700 brand name online merchants offer at least 5 cents per gallon for every US$50 spent. Some merchants offer 2x, 5x, 10x rewards or more to help shoppers multiply their savings.
Dining
Consumers can earn 10 cents per gallon for every US$50 spent when dining at more than 10,000 participating restaurant locations throughout the US.
Shell Fuel Rewards
Purchasing specially marked products inside Shell convenience stores, as well as car washes and auto services at participating Shell stations, earns additional Fuel Rewards savings.
eCoupons
Digital coupons are available in selected regions providing additional cents per gallon savings when the coupon is selected online at FuelRewards.com, and the item is subsequently purchased at a participating retailer.
Grocery and other programmes
Buying everyday items can also earn additional Fuel Rewards savings from participating FRN grocery stores and retailers, by linking the participating grocer or retailer's own loyalty card to an FRN Account, and combining rewards for even more savings at the pump at Shell stations.

Consumers can get their free Fuel Rewards Network Card at all participating Shell stations, or they can order one online via FuelRewards.com.

Sources: Shell Oil Company; Excentus / The Marketing Factbook.
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Categorised as:

Customer Loyalty
Knowing The Customer
Marketing Know-How
Marketing Technology

Have you seen The Customer-Focused Marketing Playbook?

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This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

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