The US-based Fuel Rewards loyalty program that connects national and regional brands with millions of consumers who earn cents-per-gallon savings at a variety of issuing partners (such as rideshares, travel, restaurants and Shell) has reached two major milestones: First, the program has grown from 10 million to over 20 million members since 2017, and second, its members have saved a total of more than US$1.7 billion on the cost of fuel. This article is copyright 2019 The Best Customer Guide.

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.

"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 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."

The Fuel Rewards program also leverages its substantial investment in marketing technology - including next-generation customer relationship management, 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% 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 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 US$3.99 in early 2012 to the current US average of US$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%) and falling (58%), reinforcing the power of Fuel Rewards' cents-per-gallon savings and consumer preference for this loyalty currency.