Shell European EV App Boasts Half a Million Users

Also, Circle K debuts its first U.S. nationwide advertising campaign.

December 12, 2022

ALEXANDRIA, Va.—Shell announced its European-based Shell Recharge app now has more than 500,000 users. The app supports an on-the-go charging experience for EV drivers, giving them access to more than 300,000 charge points across 35 countries in Shell’s public network and at roaming partners.

“We are very proud that more than half a million EV drivers are using our Shell Recharge app,” said Melanie Lane, CEO for Shell Recharge Solutions Europe. “Reaching this important milestone within just two years shows that our app is key for enabling the mass transition to driving electric. By providing a seamless user experience and great accessibility to a large number of charge points across the U.K. and Europe, the Shell Recharge app is key for e-mobility to become mainstream.”

The Shell Recharge app is available in 14 languages and allows EV drivers across Europe to find the closest charge point available in Shell’s public roaming network, and to filter according to charging speed, connector type and availability. Drivers can also check tariffs for their EV before starting a charging session.

The app provides drivers with an overview of their charging history, offers monthly invoicing and allows them to start and stop charging sessions remotely. Owners of most Shell Recharge home charge points can use the Shell Recharge app to easily configure and manage their charge point while optimizing their personal charging experience. Charge point owners can control which charge cards can access their charge point and view personal charging data and insights.

According to Shell, the app plays an essential role in Shell’s mission to drive EV adoption and to enable sustainable mobility for everyone: providing drivers with a convenient and seamless charging experience as well as easy accessibility to charge points across Europe. It also plays a role in Shell’s sustainability goals and its net-zero target by 2050.

(Read more about Shell’s plans for EVs and alternative fuels in “Where Do You Fit in the Future of Fuels?” in the September 2021 issue of NACS Magazine.)

Meanwhile, Circle K announced its first-ever U.S. nationwide advertising campaign, “Fueled by Circle K.” Taking place over the next year, the campaign focuses on Circle K fuel, which is now available in over half of its 7,000 U.S. locations.

The campaign will run primarily on digital streaming and social media channels, taking a customer-centric approach in the four-part ad series that showcases different customers, their fueling experiences and how Circle K has everything they need for their journey.

“With the continued growth of Circle K in the U.S. and the expansion of Circle K Fuel reaching close to 4,000 stores by mid next year, now is the right time to introduce our first national fuel campaign,” explains Melissa Lessard, head of North American marketing. “As a major milestone for our brand, we want the ‘Fueled by Circle K’ campaign to celebrate our valued customers and show how they can trust the quality of Circle K fuel to support them on their journeys as well as enjoy so many customer favorites in store.”

Circle K Europe won the 2021 NACS European Convenience Retail Technology Award, which celebrated the global retailer’s Pay by Plate payment technology used for fuel purchases. The award recognizes a convenience retailing company making farsighted, long-term investments in technology innovation.