How the Improved Shell App Drives Business Success

This article is brought to you by Shell. 

Customers expect instant, relevant engagement wherever they are, according to Zoë Baldwin, CMO, Mobility and Convenience at Shell North America. With that in mind, Shell® launched the improved Shell App earlier this year to support both customers and operators.

“Shell invested in the improved Shell App to create one strong engagement channel. By consolidating features, offers and loyalty into one platform, the app strengthens everyday interaction and deepens engagement,” said Baldwin.

“Wholesalers and dealers benefit from increased loyalty participation through automatic Shell® Fuel Rewards® enrollment, stronger brand consistency across digital and on-site customer touchpoints and a centralized digital experience built to support long-term competitiveness,” said Baldwin.

The company reports that app users are about twice as likely as non-users to make an in-store purchase. “Centralizing all offers in one place encourages customers to go beyond fuel and make additional in-store purchases,” said Baldwin.

App users visit about three times a month, purchase more gallons per transaction and are more likely to choose premium fuels, according to Shell. “Fuel Rewards is now fully integrated into the Shell App, creating a seamless experience from registration through everyday use. For wholesalers, this means a stronger, more streamlined loyalty platform that makes it easier for customers to save, driving increased engagement, repeat visits and fuel volume across your network,” said Baldwin.

Local operators play a key role in bringing digital to life on site, said Baldwin. “Strong on-site execution bridges digital and physical, increasing adoption, loyalty and repeat visits.”

Operators can get customers on board by promoting the app at the pump and in-store and by helping customers sign up, according to Baldwin. They can also use signage and point-of-sale materials to connect digital offers to the actual store.

To drive better business results in the forecourt and conversion to the store, it all comes back to serving the customer. “For wholesalers and dealers, the message is clear: Shell is focused on providing customer-centric tools that help drive foot traffic, reinforce brand preference and support long-term retention,” said Baldwin.

Read part one, spotlighting the benefits of the improved Shell App for consumers in NACS Daily.

Loyalty