New Shell App Drives Benefits in Both Directions
The upgraded Shell App offers benefits to both customers and operators.
Aug 06, 2026 | 2 min read
This is a Q&A with Zoë Baldwin, Chief Marketing Officer, Mobility and Convenience at Shell North America.
Shell’s digital and loyalty experience is new and improved—what are the big changes?
Zoë Baldwin: Over the past year, we have evolved our loyalty experience. We have simplified enrollment and are moving toward a single customer journey within the Shell App. This transformation has already driven growth in active users, strengthening the ability of Shell® to engage consumers at scale.
Shell Fuel Rewards is now fully integrated into the Shell App, creating a seamless experience from registration through everyday use.
The launch is supported by compelling introductory offers that are designed to accelerate enrollment, encourage repeat visits and drive sustained engagement across Shell-branded sites.
For a limited time, every new Shell App registration now automatically enrolls customers in Shell Fuel Rewards, and new members save 10 cents per gallon on their first fill-up. The rewards grow from there—they can save 20 cents per gallon on their second fill-up and 30 cents per gallon on their third fill-up.
What were the key operator benefits you were working toward while building this app?
Shell invested in the improved Shell App to create one strong engagement channel. By consolidating features, offers, loyalty and payment into one platform, the app strengthens everyday interactions and deepens engagement between customers and operators. Shell loyalty and customer experience are evolving, and this app allows them to come together in one unified place.
Shell Fuel Rewards in-store deals surfaced directly in the app encourage customers to go beyond buying fuel and make additional in-store purchases.
The Shell App is designed to help drive traffic, encourage repeat visits and strengthen customer loyalty. Shell App users visit nearly three times a month and are two times more likely to make a purchase at a Shell station. They also buy more gallons at each visit and are more likely to choose premium fuel.
The goal is to help support increased traffic, fuel sales and customer engagement at participating locations.
The platform is designed to support loyalty program participation, brand consistency and customer engagement.
Our message is clear: Shell is providing customer-centric tools that help drive foot traffic, reinforce brand preference and support long-term retention.
Continue reading “Driving Benefits in Both Directions” in the August 2026 issue of NACS Magazine.
