Shell App in a nutshell
SHELL APP, YOUR PARTNER FOR EVERY JOURNEY
As part of an ongoing effort to innovate and enhance the driving experience for motorists, Shell launched a new mobile platform in 28 global markets.
The app keeps the user up to date with Shell loyalty offers, rewards, on site promotions, the latest news and product information. It makes it easier for users to collect points, receive personalized offers, find the nearest stations and maintain their vehicles.
The latest feature in Shell App is Fill up & Go. Shell has worked with PayPal and MOBGEN to implement mobile payment in the app. With this implementation is Shell the first fuel retailer with mobile payment at the pumps in the UK. The deployment of mobile payment in more countries is scheduled to be available later this year through the apps on Android and iOS stores.
The platform consists of two complementary applications:
the newly launched Shell App and Shell miGarage. MOBGEN is responsible for the design, development, maintenance & analytics of the complete consumer facing mobile portal. Together with MOBGEN, Shell has set the goal to offer an innovative app portfolio that is tailored to be the consumer’s mobile companion.
Shell’s General Manager at Mobile Competence Centre Michiel Steltenpool stated: “Shell is excited about the launch of the new Shell App, as it enables us to strengthen our relationship with our customers. As loyalty platforms are so important to the customer, we fully optimized the application with a great user experience, a new design and some innovative features.”
The recently implemented and highly innovative functionality ‘Shell Drive’ records and analyses your journey with a custom-built framework, developed by MOBGEN, which uses your smartphone’s GPS signal and accelerometer to retrieve your driving behaviour data. This system allows motorists to track and monitor how their driving behaviour contributes to fuel consumption. Through the use of gamification, motorists can compare their performance with other Shell Drivers.
FILL UP & GO
The process to purchase fuel directly from the phone is extremely simple: via the Fill up & Go function within the Shell App, a customer can scan the QR code on the pump from inside the vehicle, authorise the payment (via PayPal), then begin fuelling (leaving their mobile inside the vehicle for reasons of safety). The customer is then sent a digital receipt and can drive out of the service station.
The loyalty program is fully integrated inside the app, so this functionality is always available via the smartphone. In loyalty countries, the program is always present on the home screen and accessible via an easy swipe gesture. Customers can view their points balance, Shell buying history, personal offers and account details. In Germany, users can also choose to review and order digital rewards via the application and have them delivered directly to their home address.
The Shell App was designed and created as a package of different business modules. This approach allows Shell to easily tailor the available content and answer to the different requirements of each market, connecting better to the needs of each consumer in their unique environment.
With an ambitious roadmap for the future in adding functionalities like mobile payment, Shell aims to optimally serve consumers via the mobile channel.