Shell Offers Its Retailers New Loyalty Program Package

HOUSTON — Shell Oil Co. hopes to have found a “diamond in the rough” for its branded retailers.

The Houston-based company inked an agreement with Exclusive Connection$ as part of its “Diamond Deals” program, which provides Shell wholesaler services to support in-store marketing. Diamond Deals are partnerships Shell creates with vendors to leverage location size to support “best-in-class pricing” for retailers to take advantage of effective programs.

The new Diamond Deal forged with Exclusive Connection$ is available to all Shell retailers, whether they are single sites or large, corporate, chain locations.

For Shell retailers, the Exclusive Connection$ program package includes enlisting suppliers locally, regionally and nationally to drive additional promotional incentives into the Fuel Rewards program, which is owned and operated by Excentus Corp.

The Fuel Rewards Network currently has more than 6 million members. Dallas-based Excentus provides the national program that enables savings on fuel at thousands of participating retailers throughout the country.

In addition to enlisting suppliers for these promotional incentives, Exclusive Connection$ supports clients with promotional, point-of-purchase management strategies, rebate settlement and reporting services, as well as creating social media and text programs to drive promotion visibility.

Exclusive Connection$ is a marketing and promotions company specializing in best-practice initiatives for the c-store loyalty industry. 

“With Diamond Deals, Shell has created a way for companies to effectively provide services to retailers in this channel at effective rates that allow for scalability, while providing great value to the location,” noted Jamie Hudson, president of Freeport, Ill.-based Exclusive Connection$.