Channels

B2B - Direct

U.S. & Canada - B2B Card Designs

New physical card designs launched June 2025 in the B2B Direct Channel.
Shift4 V2 launching December 2025.
Reloadable design updated with less emphasis on "Refillable" - with CVD.

Shell Gift Card Websites

All website banners have been updated for the holidays in the US and Canada.

United States

Canada (English & French)

Banner Sampling

U.S. - B2B Marketing Campaigns

Annual marketing calendar developed to facilitate various campaigns through the year. Including weekly email campaigns that consists of general prospecting, targeted industries, as well as active and inactive customers. Social media advertising and weekly posts, as well as trade publication advertising and trade shows.

Focused Areas:

- Automotive
- Consumer Goods
- Education
- Event Services
- Financial Services
- Government
- Healthcare
- Human Resources
- Manufacturing
- Non-Profits
- Recruiting & Staffing
- Social Services
- Technology

- Corporate Gifting
- Customer Loyalty
- Employee Engagement
- Employee Incentives
- Employee Performance
- Employe Recognition
- Employee Rewards
- Employee Safety
- Employee Satisfaction
- Holidays
- Incentive Programs
- Referral Programs
- Sales Incentives

Everyday Strategic Campaigns

- Buyer Intent Marketing - $63k
- LinkedIn US - $13k / 25k Impressions
- LinkedIn Canada - $2k / 10k Impressions

US Specialty Campaign

Shell Partner Engagement

Establish a campaign that targets Shell Partner Relationships and consideration for Shell support by direct engagement.

Launching January 2026 with T-Mobile.
Built distribution list of prospectives that engages recipients on the benefits of incorporating the Shell Gift Card into their incentive and reward programs.
Target audience includes management, sales, HR, and key decision-makers responsible for implementing/ maintaining programs.
Tailored messaging to meet the objectives for each partner.
For consideration, introduction from Shell to direct contacts for various partners.

High Concentrated Shell Locations Campaigns

Initial campaign built around businesses that have a high concentration of Shell locations, reengaging January 2026.

Built database of businesses near high concentration Shell locations by City.

4,020 businesses in 9 cities - Austin, Dallas, Houston, Chicago, Indianapolis, Columbus, San Francisco, Sacramento, San Jose.

Target audience includes management, sales, HR, Marketing, and key decision-makers responsible for implementing/ maintaining programs.

Paused 2025, reengaging 2026

B2B Free Shipping Promotion

Ongoing shipping campaign to increase sales.

Reengaging 2026.

Canada Specialty Campaign

B2B Free Shipping Promotion

March 2025 Campagin Results

Ongoing shipping campaigns to increase sales. Next one to launch in December.

Customer campaign that offers free shipping for orders over $5k.
Launched March 2025.
1k sent with 12% CTR.
YTD 18% lift.

2026 Trade Show & Publication Advertising Considerations

Expand Direct Mail promotion to other industries, including healthcare, non-profit, and education.
Trade show considerations including PIP Show, ISSA Show, Incentive Works, and HRPA.
Online Publication Advertising considerations (HR & Safety) including HR Professional Now and OHS CA.

Partner	Overview	Forecasted Revenue
Prezzee	B2C and B2B digital gift card platform- Strong in corporate gifting and holiday incentives- Custom-branded experiences ideal for Shell visibility	$5M
Tillo	B2B API connector for reward, loyalty, and fintech platforms- Ideal for cashback, open-loop rewards, and employee perks channels	$500K
Runa	Formerly WeGift; focused on enterprise incentive use cases- Great for employee rewards, survey incentives, and CRM program integrations.	$5M
InComm	Mass retail and digital distribution- Strong presence in major retailers and closed-loop ecosystems.	$4M
BHN	Access to top retail and digital marketplaces (e.g., GiftCards.com, loyalty catalogs)- Strategic value in financial rewards and redemption platforms.	$5M
Fetch Rewards	Receipt scanning app with high user engagement- Ideal for rewarding fuel customers and running promo campaigns targeting loyalty-conscious consumers.	As part of BHN

B2B - Alliance Partners

CURRENT PRODUCT

2025 New Secure Packaging Design

A new physical secure packaging design, was launched in Spring 2025 into the Blackhawk and InComm channels.

New CVD cards in production.

CURRENT PRODUCT

2025 New Secure Packaging Design

A new physical secure packaging design, was launched in Spring 2025 into the Blackhawk and InComm channels.

New CVD cards in production.

Introduction of the Variable Card

CURRENT PRODUCT

2025 New Design BHN & InComm

Newly designed card and secure carrier in stores launched Spring 2025.

B2B - Scrip

CURRENT PRODUCT

New Scrip Reloadable Design

New physical card for Scrip is the Reloadable design. Reloadable design updated (CVD cards).
Additional development work required to support batch activation through Shift4.

Scrip Special Offers

2025 RaiseRight - Advertising

$30k investment allocated to 2024 marketing and special offers.

Shell's logo will be displayed in a variety of last minute opportunities.
Advertisements in Back to School and Holiday Gift Guides.
Banner ads on website & Mobile App.
Logo placement on various pages including checkout last minute selection.
Category banner in App for Gas/Auto category.
Pinned Placement in Gas/Auto category.

2025 RaiseRight - Bonus Offers

RPG adding an additional .5% to Bonus Offers.
Several Bonus Offers will be promoted throughout the year. Through June there was a $81k lift.
Special Flash Bonus "National Road Trip Day". Results saw a $30k lift.
During bonus event, 45 families purchased Shell for the first time.
Fall Travel Bonus yielded $277,226. Without the bonus offer, Shell was estimated at $77k. The cost for us was $3.4k

Between Flash Bonus Offers and National Road Trip Day, we have seen a lift of $110k. The fuel category is down as a whole, but Shell continues to lead as the most purchased. Our investment continues to keep Shell in front of customers.

Scrip Special Offers - Canada

2025 FundScrip - Promotions

FundScrip promoted the Shell Gift Card in both English and French offering an additonal 1% discount in the following time periods: September (Back to School) and November & December (Holidays).
The Shell Gift Card will be promoted via dedicated email blast, social media post, and weekly email blast.
Working with FundScrip to understand results.

Back to School Promotion

Holiday Promotion

Consumer

pending approvals

Card Design Ideas

New seasonal and special occasion card designs.

2025 Consideration - Joey Logano Wins Third NASCAR Cup Championship

FOR Consideration

Consideration for NASCAR Win. Can be offered to Consumers via website and/or Shell locations.

Sample Mock Up Only

2025 Consideration - American Road Trip

FOR Consideration

Sample Mock Up Only

SeGC Consumer Marketing by Shell Corporate

2025 eGift May Report

Shell Dealers/Wholesalers

U.S. - Card & Carrier New Design for Shell Locations

CURRENT PRODUCT

Existing Carrier | Pre-Denominated | $25, $50, $100 | Current Display

New physical card designs on existing carrier template launched June 2025.
Pre-denominated - cards on carrier.

ADD SCRATCH OFF OPTION IMAGE HERE

A few carrier considerations as laws are continuing to be passed.

Future Consideration

Secure Packaging | Pre-Denominated | $25, $50, $100 | Current Display

Consideration for secure packaging which will go into law (MD) in October 2025.
Requires cashier to open carrier.
Determine scanning options.

Variable Gift Cards | Secure Packaging | $25 - $300 | Current Display

Future Consideration

Consideration for offering a variable gift card on carrier.
Dealers can "opt-in" for this product.
Included in auto replenishment program.
POS/Cashier considerations.

Future Consideration

Variable Gift Cards | No Carrier | $25 - $300 | NEW Counter Display

Consideration for offering a variable gift card OFF carrier.
Requires new Counter Display.
Opportunity to have multiple designs.

Large spinning display that houses 4 gift card holders and 8 brochures.

CURRENT PRODUCT

2024 Current Display

Based on law requirements a secure packaged carrier can be introduced in stations.

2025 Considerations - New Display Options

Future Consideration | Option 1

New Counter Displays for consideration for better visibility during the checkout process.

Card on Carrier and Brochure Display Unit | Pre-Denominated Cards

Counter display housing 3 card designs on carriers and 3 brochures.

Sample Mock Up Only

Card only (no Carrier) and Brochure Display Unit | Pre-Denominated or Variable Cards - OR-

Card in mini secure packaging and Brochure Display Unit | Pre-Denominated or Variable Cards

Future Consideration | Option 2 & 3

Sample Mock Up Only

2 options of Counter display housing 4 card designs off carrier and 2 brochures.

Future Consideration | Option 4

3 or 6-Card Display Unit | Pre-Denominated Cards

Sample Mock Up Only

2 options of Counter display housing 3 or 6 card designs off carrier and no brochures.

Dealer Card Security

Additional Card Security features for consideration.

Current Card Security

Shell cards are 19 digit.
Fiserv has 1 check digit + 4 digit PIN.
Shift4 will have 2 random digits + 6 digit PIN.
Both have PIN scratch off.

Fall 2025 Card Security

Shell cards are 19 digit.
Shift4 will have 1 validation digits + 1 check digit, 6 digit PIN.
More secure card, both Card Number and PIN are scratch off.

Other Card Security Considerations

Logo scratch off (can't reapply).
Security cut options (added slits to scratch off - tamper-evident).
Scratch off Serial Number.

Other Brands

2025 Dealer Communications & Resources

There are additional opportunities to communicate and share helpful information to the Dealers and Wholesalers.

Gift Card Website

New enhancements on the website for Dealer can provide additional information, tips, how to's, and resource support.

Shipment Inserts

Additional opportunity for communication when shipping out gift cards.

Legal Compliance

RPG is working with Card Compliant to update information regarding any legal compliance notifications.

Dealer Communications/Requirements

Currently New Jersey, Maryland, and New York have various requirements in terms of communication to consumers.
This includes in store signage, online purchasing term updates.
Pending updated language from Card Compliant, RPG will create and distribution required signage for in-store and update language and new term acceptance in the checkout process.

New Jersey Gift Card Regulations: Recent legislative changes in New Jersey mandate the registration of gift cards and the escheatment of unused balances after two years. These changes require retailers to update point-of-sale systems and enhance compliance measures, posing operational challenges for businesses.

Fraud and tampering language now required on all cards on displayed and sold by retailers.
Q4 - Language regarding fraud also applies to physical cards that are sold online by the retailer. This law went into effect 10/1/25, but enforcement by the state is delayed until 2/1/26.

Consumer Protection Laws in New York and Maryland:

New York: Enacted legislation preventing gift card values from expiring within nine years. Additionally, gift cards and gift certificates cannot decline in value due to fees and must be redeemable for cash if the remaining value is less than $5. The law also requires businesses to disclose all terms and conditions associated with gift cards upfront, providing consumers with greater transparency and confidence in their purchases. (New York State Consumer Protection)
Maryland: Passed a law requiring secure packaging to prevent gift card draining scams, addressing fraud concerns and potentially setting a nationwide standard.

Beginning October 1, 2025 Maryland merchants selling prepaid gift card redeemable only at their stores (closed loop must display fraud warnings, use tamper-proof packaging, and train employees on fraud prevention.
Q4 - Other states like CA, WA, CO, MD, MI, etc have introduced similar legislation to protect consumers and allow for the prosecution of bad actors.