Equilon Enterprises, which does business as Shell Oil Products U.S., signed an agreement to acquire the Fuel Rewards loyalty program from PDI Technologies and Excentus Corp., Shell said Thursday in a news release.

Shell's purchase of the loyalty program will allow the company to further develop and enhance it, the release said. The deal is subject to closing conditions.

Shell has been the sole redeemer of fuel rewards under the 13-year-old program, which now has 35 million members and is offered at more than 12,000 participating Shell stations. The loyalty club was owned and administered by Dallas marketing firm Excentus, which was acquired by PDI, of Alpharetta, Ga., in 2018.

"Customer loyalty is a key driver of growth to our business and our wholesalers' businesses across the Shell network, and the signing of this agreement demonstrates our long-term commitment to our mutual success," Barbara Stoyko, senior vice president of Shell Mobility & Convenience, said in the announcement.

The program has delivered more than $3 billion in fuel savings, Stoyko added.

Fuel Rewards program members buy four times more fuel, purchase three times more Shell V-Power NiTRO+ Premium Gasoline and shop twice as much in the convenience store as non-members, the release said.

PDI will remain the technology and service provider of the Fuel Rewards loyalty program and will continue to work closely with the Shell team and other stakeholders.

Fuel Rewards members receive cents-per-gallon discounts on fuel, as well as stackable bonus offers from participating restaurants and retailers. The program also provides VIP experiences, gift cards and other benefits, the release said.

This content was created by Oil Price Information Service, which is operated by Dow Jones & Co. OPIS is run independently from Dow Jones Newswires and The Wall Street Journal.

--Reporting by Donna Harris, dharris@opisnet.com; Editing by Michael Kelly, mkelly@opisnet.com

(END) Dow Jones Newswires

April 04, 2025 10:56 ET (14:56 GMT)

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