Johannesburg - Cashback reigns supreme as the most desired loyalty program benefit, solidifying its dominance in both the 2023/24 period and prior years. For economically active consumers, cash remains king, with the top three preferred benefits all revolving around cashback or points redeemable for cash. Interestingly, this preference shifts slightly for the mass market, where airtime and data take the top spot, followed closely by cashback and cash-convertible points.

This trend was recognised early on by Shell, which pioneered the cashback reward model in the fuel industry five years ago with the launch of its V+ program. The fuel industry, in particular, has witnessed a surge in loyalty programs over the past two years, evolving from a partnership-driven model to offer direct rewards, making it a sector to watch closely, especially with Shell leading the charge.

In an era where customer loyalty is more crucial than ever, personalised rewards and instant gratification are key. Shell proudly celebrates the fifth anniversary of its V+ Rewards program, a pioneering loyalty initiative in South Africa that anticipated these trends and redefined customer engagement in the fuel and convenience retail sector. With over 3.5 million members and R1 billion in cash rewards distributed since 2019, the program's success underscores the power of a value-driven, easily accessible loyalty platform.

A Loyalty Programme That Goes Beyond Points

The Shell V+ rewards programme has set the standard for loyalty programmes, offering more than just points—it provides immediate redeemable cash rewards, seamless e-vouchering, and tangible savings tailored to every customer. With up to 50c cash back on every litre of fuel and up to 2.5% cash back on instore purchases, members experience instant gratification, making each visit to Shell more rewarding than ever.

In 2024, the Shell's V+ rewards programme was recognised as South Africa's Best Fuel Loyalty Programme. This prestigious award highlights Shell's excellence across key areas, including technological innovation, impactful community loyalty initiatives, and standout marketing campaigns, reaffirming its position as a leader in loyalty and customer engagement.

A One-Stop Shop for Convenience

Shell's forecourts have become much more than refuelling stations—they are one-stop destinations for drivers on the go. With over 200 000 daily loyalty transactions, it combines the convenience of quick and efficient service with a variety of shopping options, ensuring customers can refuel, recharge, and refresh all in one place. The V+ rewards programme complements this offering by delivering value beyond the pump, making Shell the ultimate destination for on-the-go South Africans.

Partnerships That Take You Further

As a pioneer in fuel industry loyalty, Shell's V+ Rewards has not only helped reduce fuel costs for drivers but has also forged valuable partnerships to amplify rewards. Collaborations with brands like Capitec offer drivers a minimum of 20 cents per litre cash back on fuel and 0.75% cash back on Select Store items, while Discovery's Vitality Drive rewards safe driving with up to 50% cash back on fuel each month. With rewards that are easily accessible and open to all, the V+ rewards programme reflects Shell's commitment to fostering sustainable opportunities that drive an inclusive society.

"The V+ rewards programme is a significant commitment to our customers to make every journey more rewarding," says Monica Sithole, Mobility Marketing Manager. "Over the past five years, we have transformed the customer experience and have managed to pump R1 billion back into the pockets of South African drivers. We have provided meaningful rewards that not only reflect the evolving needs of customers but also supports them in navigating financially difficult times and rising fuel costs. By offering immediate savings, we empower them to meet their daily essentials"

Your Preferred Festive Season Companion

This festive season, Shell invites all South Africans to #Joinibandla and unlock a world of exciting rewards and exclusive, money-can't-buy experiences. From valuable giveaways to engaging campaigns, fuel-saving tips, and Shell's signature Service Champion banter, this is the perfect way to make your holiday journeys more rewarding and enjoyable.

Whether you're heading out for a road trip, visiting family, or simply gearing up for festive adventures, make Shell your go-to companion for reliable service, exceptional value, and exciting surprises.

To take advantage of all these festive offers and rewards, download the Shell App today and join the V+ rewards community.