Digital Commerce

Mobilizing Convenience and Fuel Retail


Mobile technology is introducing a new era of service for U.S. motorists. Fuel retailers that offer the most seamless, personal and rewarding experiences will be positioned to grow revenue, deepen customer loyalty and differentiate their brand. One of the key ways for fuel retailers to deliver these experiences is through mobile apps.

Shell is meeting the needs of drivers with a branded smartphone app that adds speed, value, convenience and security to the consumer experience. Shell worked with several companies including Shell’s payment platform provider, P97, to bring consumers new ways to pay and save from the comfort of their vehicles at Shell branded fuel stations in the US.  The Shell app provides consumers numerous payment options including the ability to link to Shell branded credit cards, your checking account, Chase Pay, Apple Pay and/or Google Pay.

In addition, the Fuel Rewards® program is integrated in the registration and usage of Shell Pay & Save to allow customers to save on every fill every day all within the same transaction.

With a flexible, scalable and secure architecture enabled by API integration, tokenized cloud-based payment credentials and encrypted data streams, the Shell app was designed to efficiently meet the evolving needs of Shell and their customers. From a user perspective, that means setting up the app has to be frustration- and friction-free.

“It’s like setting up an Uber account for the first time,” says P97 CEO Don Frieden. “You just have to set it up once.”

“We’re constantly striving to simplify and improve the customer experience and interaction with the Shell brand," explains Alberto Rivas, head of North American Marketing Technology for Shell Retail. "By seamlessly integrating mobile payments with the Fuel Rewards® program, the Shell app creates simple, convenient and uniquely rewarding customer experiences.”

In addition to processing Shell app payments, J.P. Morgan provides Shell with the opportunity to seamlessly engage more than 60 million Chase cardholders, who receive valuable offers for fuel purchases when they link Chase Pay within the Shell app.

The Shell app is just one example of the power of mobile technology to differentiate the customer experience, create brand loyalty and help convenience and fuel retailers grow revenue. The Shell App is available for download from the Apple App store and from the Google Play store. 

Insights