Processor Integration

• Develop and reestablish API Integration/changeover from Fiserv to Shift4 for batch and individual activations.

• Rewrite​ website work flows and integration with Shift4 API for check balance and reloads.
• Customer portal integration for purchasing and reloading (ex. Penske custom portal).
• Rewrite fraud process flows to integration with Shift4.

• Built internal portal support to access data not available within Shift4.

• Test all services in beta and in live environments.

• Monitor and update new challenges that occur.

Customer Service

• Establish customer service team to support 24/7 customer care support.
• Establish and implement new scripting.
• System set up including IVR, CRM set up and licensing, Shift4 access set up, enhanced ticketing system.
• Multi-level escalation process development.
• Customer Service documentation of new processes and program requirements.
• Customer Service team training of new processes. Implementation of Level II customer support. Training of new CS systems, including internal historical data portal. 
• Report Development – enhance current CS customer reporting.
• IVR modifications.

Card Production

• Development and set up new design artwork, per channel specifications.
• Card Hard Swap with Alliance partners - introduction of a variable card in 90% of stores.
• Card Hard Swap with Shell Dealer & Wholesalers.
• Ensure new cards meet any new law requirements. 

• New Display Consideration - opportunity to introduce a new display with processor/card change.

Reconciliation & Settlement Reporting

• Duplicate our data process and reporting to be as similar as prior processor reporting.

• Working directly with Shift4 to build Shell's necessary reporting.

• Managing 3rd party reporting relationships.
• Import and processing reporting on Transactional level.

Program Management (Administrative, Finance, Operations, IT)

The development for transitioning processor in Canada from EML to Shift4 is underway.  RPG is working closely with all parties, to ensure transition is efficient and minimize any impact to the customer. 

Continued management of the EML relationship including implementing a Shell transition plan to utilize redemption features from EML. Primarily maintaining redemption and reporting functionality for existing cards. High level management support includes:

• Working with Shift4 on properly setting up necessary channels and data points to ensure minimal disruption to the program.
• Working with Shift4 to establish and customize Shell reporting requirements.
• Ensuring requirements and processes are executed properly.

• Including an Shell Transition plan include

Processor Integration

• Establish new physical card program with Shift4 to properly set up necessary channels and data points to ensure minimal disruption to the program.
• Develop and establish API integration/changeover from EML to ​Shift4 for batch and individual activations.
• Rewrite​ website workflows and integration with ​Shift4 API for check balance and reloads.
• Rewrite fraud process flows to integration with ​Shift4.
• Enhance website functionality and features and new integration with ​Shift4.
  
• Test all services in beta and in live environments.
• Monitor and update new challenges that occur.
• Identifying potential roadblocks to minimize customer impact.

Customer Service

• Establish customer service team to support 24/7 customer care support.
• Establish and implement new scripting.
• System set up including IVR, CRM set up and licensing, ​Shift4 access set up, enhanced ticketing system.
• Multi-level escalation process development.
• Customer Service documentation of new processes and program requirements.
• Customer Service team training of new processes. Implementation of Level II customer support. Training of new CS systems, including internal historical data portal. 
• Report Development – enhance current CS customer reporting.
• IVR modifications.

Card Production

• Development and set up new design artwork, per channel specifications.​ Introduce reloadability.
• Coordinate with Card Compliant on regulatory and term updates.
• Card Hard Swap with Alliance partners - introduction of a variable card in 90% of stores - Spring 2026.
• Card Hard Swap with Shell Dealers & Wholesalers - Fall 2025.
• Introduce New Secure Packaging for Shell Dealers & Wholesalers.
• New Display Consideration - opportunity to introduce a new display with processor/card change.

Reconciliation & Settlement Reporting

• Mirror reporting development established in US and apply where possible for Canada.
• Working directly with ​Shift4 to build Shell's necessary reporting.
• Managing 3rd party reporting relationships.
• Import and processing reporting on Transactional level.
• Regular review of current EML data and update status.
• Establish/customize Shell reporting requirements.
• Ensuring requirements and processes are executed properly.
  

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

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:

Everyday Strategic Campaigns

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.

Introduction of the Variable Card

CURRENT PRODUCT

2025 New Design BHN & InComm

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

2025 BHN Marketing Opportunities

After reviewing both the costs and projected impact, the only initiatives we feel offers a strong return on investment is the Seasonal Pallets program—with a cost of $26,500 and projected incremental sales of approximately $2 million. You can find it in the Kroger file in its own section “Seasonal Pallets”.

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

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.

2025 Consideration - American Road Trip

FOR Consideration

Sample Mock Up Only

SeGC Consumer Marketing by Shell Corporate

2025 eGift May Report

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.

2025 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.