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Shell Gas Stations To Accept Payments Via Dashboard From General Motors’ Connected Cars

“We are very excited to be able to announce that this technology is now live at Shell branded locations across the United States,” said Shell Marketing VP Sydney Kimball.

Shell Oil is promoting its loyalty/rewards program by embracing the Connected Car in an alliance with General Motors’ and the automaker’s “in-dashboard” payment system.

Drivers of GM Chevrolet, Buick, GMC, and Cadillac models with the GM Marketplace “in-dash” apps system who pull into Shell gas stations to fill up will be able to use Shell Pay & Save. In addition to paying for their gas directly from their vehicles’ infotainment screen, and earn and redeem valuable Fuel Rewards savings in the process.

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GM’s Expanding Marketplace

Last December, GM expanded its Connected Car program by adding 4G LTE to power on-demand purchases and reservations within the dashboard of 2017 and 2018 model cars and trucks.

Dubbed GM Marketplace, the in-dash app system reflected GM’s role in pioneering what is considered the first Connected Car platform, OnStar, almost 22 years ago. As the auto giant and its rivals have shown recently, they’re not leaving the future up to tech companies to push the concept forward into the mainstream.

GM Marketplace allows its vehicle owners to contactlessly advance order and pay for a range of transactions including food, dinner reservations, find parking or hotels, as well as locate and pay for fuel.

“Fuelling is obviously an essential part of the vehicle ownership experience and we’re excited to offer our drivers a new way to fuel up with convenience, security and speed,” said Rick Ruskin, Marketplace Line of Business leader, GM. “Through Marketplace, we’ve been able to harness the power of the connected vehicle to change the way people think about everyday tasks like filling up.”

How Shell Drives Loyalty

For Shell, the ability to highlight its Shell Pay & Save loyalty program as well as encourage faster and more efficient service, the deal represents its own strategy to win over consumers who have come to expect on-demand service from the places they make purchases at.

A recent study by Cuebiq and Gas Buddy found that more than half (53 percent) of visits to gas stations and convenience stores lasted less than 5 minutes. Meanwhile, stations with below-average customer service ratings experienced 15 percent less visits than the industry average.

As part of the launch of Shell/GM in-dash fuel payment program, drivers can earn a one-time discount of 25c/gallon in Fuel Rewards savings, up to 20 gallons, on their next single refilling transaction after they sign up and use Shell Pay & Save within GM Marketplace and make a purchase of at least five gallons.

These Shell customers can also earn an extra 5c/gallon in Fuel Rewards savings, up to 20 gallons, after each fuel purchase of at least five gallons on every fill-up through December 31, 2018.

“We are very excited to be able to announce that this technology is now live at Shell branded locations across the United States,” said Sydney Kimball, Vice President, Fuel Sales and Marketing Americas for Shell Oil Products U.S. “What an incredible opportunity this is, and we couldn’t be more thrilled to bring this to our customers.”

Shell and GM have partnered with several platforms to develop and launch the tech behind this improved customer experience including Excentus, Xevo, Chase, Buy It Mobility (BIM) and Shell’s payment platform provider, P97.

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of GeoMarketing.com. A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.