Shell Offers Fuel Rewards to Electricity Consumers

Partnership provides enhanced fuel discounts to new Direct Energy customers
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Photograph courtesy of Direct Energy

HOUSTON -- Shell Oil Co. is offering enhanced fuel savings to members of its Fuel Rewards loyalty program when they sign on as customers of national energy supplier Direct Energy.

New and existing Fuel Rewards members who enroll in a qualifying home energy program with Direct Energy, a provider of electricity and natural gas, can earn a 50-cent-per-gallon (CPG) discount on up to 20 gallons of fuel, once per month for up to 12 months, at more than 13,000 participating Shell locations in the United States.

"As one of the largest residential energy retailers in North America, Direct Energy is an ideal partner for the Fuel Rewards program, one that helps us expand our national footprint and provide valuable fuel savings for electricity services," said Brian Jefferson, senior vice president of business development for the Fuel Rewards program. "Our partnership demonstrates that U.S. consumers have a strong appetite for coalition and fuel-based loyalty programs, and that using cents-per-gallon savings as a rewards currency is a powerful customer acquisition tool."

The Fuel Rewards program has more than 18 million members and is owned and operated by Excentus Corp., a PDI company. It represents more than $1 billion in fuel purchases. The national coalition loyalty program provides Fuel Rewards members with the ability to earn CPG rewards on purchases at major retailers, which they can then redeem at more than 13,000 Shell-branded sites in the United States.

"Offering Fuel Rewards members additional discounts for paying their electric bill fits perfectly with our philosophy of providing everyday value," said Bill Sweeney, vice president of sales, marketing and customer experience for Houston-based Direct Energy.

In January, Shell partnered with AAA to offer its more than 50 million members an up to 5-CPG discount on fuel purchases up to 20 gallons through Dec. 31, 2019, through the Fuel Rewards program. 

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