Why Shell Invested in an Evolved App
The improved Shell App aims to provide ‘instant, relevant engagement’ for consumers.
Jun 29, 2026
This article is brought to you by Shell.
According to a 2025 NACS Convenience Voices survey, 75% of convenience store shoppers belong to a loyalty program. What’s more, a majority of c-store customers report using loyalty programs to determine where they shop.
Not all loyalty programs are created equal. Ease of use is one key factor. “Loyalty needs to be simple to track and benefit from,” said Zoë Baldwin, CMO, Mobility and Convenience at Shell North America. For Shell®, creating a seamless, frictionless app is what unlocks engagement.
Shell launched the improved Shell App earlier this year. One highlight is that Shell® Fuel Rewards® is fully embedded into the Shell App. “This will simplify participation, reduce friction and drive engagement across the retail network,” said Baldwin.
The Shell App also includes features that make life easier for drivers, like in-app payments, digital receipts, a station locator, fuel pricing and a tool to filter by amenities. “Ultimately, consumers want an experience that saves them time and money while making decisions easier on the go. With the improved Shell App, we’re making sure customers get consistent value wherever and however they interact with us,” said Baldwin.
The launch is supported by what Shell describes as its strongest acquisition offers to date. 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 go up from there—customers can save 20 cents per gallon on the second fill-up and 30 cents per gallon on their third fill-up.
“The goal of these rewards, and others on the app, is to accelerate enrollment and encourage repeat visits across Shell-branded sites,” said Baldwin.
The investment in the evolved Shell App is offering strong returns. For example, Shell reports that app users are twice as likely to make an in-store purchase.
“By consolidating features, offers, and loyalty into one platform, the app strengthens everyday interactions and deepens engagement at our sites,” said Baldwin.
Learn more about the new Shell App. Look for part two, spotlighting the benefits of the improved Shell App for operators, in NACS Daily tomorrow.
