Houston-based Equilon Enterprises, doing business as Shell Oil Products US, signed an agreement on Thursday to acquire the Fuel Rewards loyalty program from PDI Technologies and Excentus Corp., a leading provider of loyalty and coalition marketing solutions for the U.S. retail, grocery, national brands and convenience retail segments that PDI acquired in 2018.
- Shell is No. 38 on CSP’s 2025 Top 40 Update to the 2024 Top 202 ranking of U.S. c-store chains by store count. Watch for the full 2025 Top 202 ranking in the June issue of CSP magazine and in CSP Daily News.
The oil giant’s purchase of the loyalty program will allow the company to further develop the program and to deliver future enhancements and value to wholesalers and members, Shell said in a statement.
“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,” said Barbara Stoyko, senior vice president of Shell Mobility and Convenience Americas.
After the transaction is completed, subject to standard closing conditions, “we will continue developing the Fuel Rewards program to meet the changing expectations of our customers and further align it with the needs of our business in a competitive market,” she said.
PDI, a convenience retail technology company based in Alpharetta, Georgia, 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, Shell said.
“We look forward to our continued work together with PDI Technologies and want to thank the team for their collaboration and innovation over the past 13 years, resulting in an award-winning loyalty program that has delivered over $3 billion in fuel savings for 35 million members,” said Stoyko.
Fuel Rewards is a rewards program offered free to customers to use at over 12,000 participating Shell locations where members can save cents-per-gallon off on fuel. The program also includes stackable bonus offers from participating restaurants and retailers in addition to access to VIP experiences, gift cards and more.
“It has been an honor to build and develop one of the most innovative loyalty programs in our industry and beyond,” Jimmy Frangis, CEO of PDI Technologies, said. “We’re incredibly proud of our talented teams at PDI and Shell, and we look forward to supporting the program's continued evolution and success.”
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