This is a Q&A with Zoë Baldwin, Chief Marketing Officer, Mobility and Convenience at Shell North America.
Shell’s digital and loyalty experience is new and improved—what are the big changes?
Zoë Baldwin: Over the past year, we have evolved our loyalty experience. We have simplified enrollment and are moving toward a single customer journey within the Shell App. This transformation has already driven growth in active users, strengthening the ability of Shell® to engage consumers at scale.
Shell Fuel Rewards is now fully integrated into the Shell App, creating a seamless experience from registration through everyday use.
The launch is supported by compelling introductory offers that are designed to accelerate enrollment, encourage repeat visits and drive sustained engagement across Shell-branded sites.
For a limited time, every new Shell App registration now automatically enrolls customers in Shell Fuel Rewards, and new members save 10 cents per gallon on their first fill-up. The rewards grow from there—they can save 20 cents per gallon on their second fill-up and 30 cents per gallon on their third fill-up.
What were the key operator benefits you were working toward while building this app?
Shell invested in the improved Shell App to create one strong engagement channel. By consolidating features, offers, loyalty and payment into one platform, the app strengthens everyday interactions and deepens engagement between customers and operators. Shell loyalty and customer experience are evolving, and this app allows them to come together in one unified place.
Shell Fuel Rewards in-store deals surfaced directly in the app encourage customers to go beyond buying fuel and make additional in-store purchases.
The Shell App is designed to help drive traffic, encourage repeat visits and strengthen customer loyalty. Shell App users visit nearly three times a month and are two times more likely to make a purchase at a Shell station. They also buy more gallons at each visit and are more likely to choose premium fuel.
The goal is to help support increased traffic, fuel sales and customer engagement at participating locations.
The platform is designed to support loyalty program participation, brand consistency and customer engagement.
Our message is clear: Shell is providing customer-centric tools that help drive foot traffic, reinforce brand preference and support long-term retention.
How can local operators ensure the evolved Shell App is a success for them?
Local operators bring the digital experience to life at fuel stations. That starts with educating customers and enrolling them in the Shell App. Operators can promote the app at the pump and in the store. They can also encourage customers to sign up and help them understand the value they can get from using the app.
Signage, materials at the point of sale, and prompts from the cashier can reinforce the experience by connecting digital offers to the physical store and the forecourt.
Operators should communicate clearly to customers at their stores about promotions, rewards and how to save as much as possible. Strong execution at the store bridges digital and physical, which can lead to increased adoption, repeat visits and more transactions.
What makes the Shell App an enticing offer for customers?
In addition to the sign-up rewards for new members, there are practical tools built into the app, including digital payments, a station finder, fuel pricing and filtering by amenities. Customers can also track and redeem their savings in one place.
Customers can pay for fuel directly from their cars using the Shell App. Their Shell Fuel Rewards savings are applied automatically and a receipt arrives digitally in the app.
Many consumers value experiences that help save them time and money. It’s our goal to help customers get consistent value wherever and however they interact with us.
How do you see the consumer digital journey evolving in the coming years?
The consumer digital journey is becoming highly personalized and increasingly frictionless—many customers expect instant, relevant engagement wherever they are.
We’re continuing to evolve the Shell App from a transactional experience to a more connected engagement platform, with a focus on delivering relevant experiences for customers. It also means integrated loyalty across fuel and convenience and a more open and seamless customer experience.
