The program has saved its members $1.7 Billion in fuel costs over seven years, reinforcing the power of the program.

ATLANTA, June 18, 2019 (BUSINESS WIRE)- The Fuel Rewards® program, one of the country’s top-ranked loyalty programs that connects leading national and regional brands with millions of consumers who enjoy earning cents-per-gallon savings at a variety of issuing partners such as rideshares, travel, restaurants and Shell, and redeeming those discounts at participating Shell stations nationwide, is celebrating two major milestones this month. The program has grown from 10 million members in 2017 to over 20 million members today and has helped U.S. consumers save more than $1.7 billion on the cost of fuel.

“Consumers have shown their preference for cents-per-gallon rewards time and again through changes in their spending behaviors,” said Brandon Logsdon, senior vice president, Marketing Cloud Solutions at PDI. “The brands that participate in the program see the power of the currency and the flexibility of the platform to meet their specific marketing goals. Our 20 million Fuel Rewards members are a testament to the success of Instant Gold Status that launched at Shell in June 2017 and the program’s ability to drive consumer participation, which translates to incremental revenue for participating brands.”

Creating Value for Brands and Retailers

Consumer membership and engagement in the Fuel Rewards program has grown each year since it was launched by Excentus in 2012. Excentus was acquired by PDI in 2018, and the Fuel Rewards program is now powered and run by PDI Marketing Cloud Solutions. The Fuel Rewards program’s popularity among consumers has attracted brands across different categories to become participating merchants. And, with more fuel savings passed on to loyal customers, brands and retailers benefit from a growing member base, ongoing loyalty and increased brand awareness.

The Fuel Rewards program also leverages its substantial investment in marketing technology – including next-generation customer relationship management (CRM), data analytics, mobile app development, geotargeting and dynamic digital customer engagement tools – to help brands meet their marketing objectives by participating in the Fuel Rewards program.

The Power of C-Store Customers

As 89 percent of consumers have visited a convenience store in the last six months, the c-store customer is the American shopper, making the Fuel Rewards program a natural fit across both national brands and consumers. Even more, the c-store loyalty member is proven to be more valuable than non-members because they spend more and visit more. The upcoming PDI 2019 C-Store Shopper Report reveals the value of c-store loyalty members and demonstrates why brands should actively engage this market.

Popular Even When Gas Prices Fluctuate

Membership in the Fuel Rewards program continued to grow at a time when average per-gallon gas prices fluctuated from $3.99 in early 2012 to the current U.S. average of $2.72. According to the Road to Rewards survey, consumers say it’s important to them to save on fuel costs both when gas prices are rising (73 percent) and falling (58 percent), reinforcing the power of Fuel Rewards’ cents-per-gallon savings and consumer preference for this loyalty currency.


About Fuel Rewards®

The Fuel Rewards® program, is a top-ranked national loyalty program that connects national and regional brands with millions of consumers who enjoy earning cents-per-gallon savings at the pump. PDI Marketing Cloud Solutions powers and runs the Fuel Rewards program that serves more than 20 million members, and has helped them save over $1.7 billion on their fuel purchases to date. As a national coalition loyalty program, Fuel Rewards members earn rewards on everyday purchases from a variety of retailers and can redeem cents-per-gallon rewards at over 13,000 Shell locations across the United States. To learn more about the Fuel Rewards program and to become an issuing partner, visit

About PDI

PDI helps convenience retailers and petroleum wholesalers thrive through digital transformation and enterprise software that enables them to grow topline revenue, optimize operations and unify their business across the entire value chain. Over 1,500 customers in more than 200,000 locations worldwide count on our leading ERP, logistics, fuel pricing and marketing cloud solutions to provide insights that increase volume, margin and customer loyalty. PDI owns and operates the Fuel Reward® loyalty program that is consistently ranked as a top performing fuel savings program year after year. For more than 35 years, our comprehensive suite of solutions and unmatched expertise have helped customers reimagine their enterprise and deliver exceptional customer experiences. For more information about PDI, visit

For more information, contact: Cederick Johnson, PDI


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