Shell has signed an agreement to acquire the Fuel Rewards loyalty program from PDI Technologies and Excentus Corp. The acquisition, subject to closing conditions, will allow Shell to further develop the nationally recognized program to deliver future enhancements and value to wholesalers and members.
“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, Shell Mobility & Convenience Americas. “After the transaction is completed, 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.”
“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.”
Once Shell owns the Fuel Rewards loyalty program, the company will have the ability to evolve the program and work directly with participating brands.
“It has been an honor to build and develop one of the most innovative loyalty programs in our industry and beyond,” said Jimmy Frangis, CEO, PDI Technologies. “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.”
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.
