Shell, Excentus Begin Rolling Out Fuel Rewards Network

Initially available in about 40 markets, nearly 200 by yearend

Published in CSP Daily News

HOUSTON -- Shell and Excentus, a market leader in cents-per-gallon loyalty programs, will be kicking off the Fuel Rewards Network (FRN) program officially on June 4 (see Related Content below for previous CSP Daily News coverage).

The program will initially be available in more than 40 markets including Miami and San Francisco, with numerous additional cities rolling out each month. By yearend, the program will be available in nearly 200 markets across the country.

FRN offers multiple ways to earn rewards through everyday purchases of things like food, clothing and household goods which can be redeemed for fuel savings at participating Shell stations.

Consumers in select markets can earn rewards through participating grocery stores, restaurants such as Romano's Macaroni Grill and more, as well as retailers and online merchants from the Online Mall including Bass Pro Shops, BestBuy.com, Sears.com and more, plus special offers at select participating Shell stations.

The program, developed and operated by Excentus, allows consumers to combine or stack multiple rewards offers--or cents-per-gallon savings--together for potentially huge savings at the pump. They could take potentially as much as $1, $2, $3 or more off per gallon on their next fuel purchase, the companies said. And the savings can be redeemed on all grades of Shell Nitrogen Enriched Gasolines including Shell V-Power Premium Gasoline and Shell Diesel at participating stations, up to 20 gallons per purchase.

The program is free--customers can pick up a Fuel Rewards Network Card at any participating Shell station and activate it at fuelrewards.com to start earning rewards to save at the pump. Consumers can also request a Fuel Rewards Network Card online.

Consumers must link their debit or credit card to their dining account, and for every $50 spent dining they automatically earn 10-cents-per-gallon savings on their next fuel purchase.

The Online Mall offers five-cents-per-gallon savings for every $50 they spend. Some merchants may offer two times, five times, 10 times rewards or more.

As part of a special introductory offer, the expiration dates for rewards earned through the Dining and Online Mall features will be extended through the end of 2012 to allow consumers to be able to redeem their rewards when the program launches in their area. At that time, normal expiration dates on all rewards earned through the promotional period will apply.

"Shell knows more consumers are looking for smart loyalty rewards programs that can help them save money at the pump without having to jump through hoops or sacrifice their quality of fuel. That's why teaming up with Excentus on this revolutionary rewards program is so exciting because it empowers consumers to never pay full price at the pump again," said Dan Little, Shell North American fuels marketing manager.

"Excentus is excited to introduce the outstanding savings potential of the Fuel Rewards Network program to consumers across the entire nation," said Dickson Perry, chairman and CEO of Dallas-based Excentus. "By teaming up with Shell, every single person who participates in our program will be able to set their own price for high-quality fuel simply by choosing to buy the things they normally buy through one of our participating retailers and programs. These are trying times for many families, and we're proud to be able to offer relief through the Fuel Rewards Network program."

Excentus Corp. is a market leader in providing marketing and promotional programs and services utilizing price rollback discounts at the pump as the ultimate consumer reward. Through its patented Fuel Rewards systems and methods, the FRN program provides its members with the opportunity to earn free gasoline by purchasing the things they normally would at more than 1,000 retail locations, nearly 700 online merchants and more than 10,000 restaurants and redeeming their rewards at participating fuel stations across the country.

In addition, Excentus licenses various uses of its patent portfolio and through its business unit, Centego II, LLC delivers private-label fuel discount programs.

Houston-based Shell Oil Products US, a subsidiary of Shell Oil Co., is a leader in the refining, transportation and marketing of fuels, with a network of approximately 6,000 Shell-branded gas stations in the western United States. Another 8,300 Shell-branded stations in the eastern and southern United States are managed by Motiva Enterprises LLC, a 50/50 joint venture between Shell Oil and Saudi Refining Inc. Shell Oil is an affiliate of the Royal Dutch Shell plc, a global group of energy and petrochemical companies.

Keywords: 
loyalty