Program Overview
U.S. Gift Card Business Health
Gift Card Business is Stabilizing, but at a Lower base.
Following significant declines from 2024, the U.S. Gift Card business is showing signs of stabilization in 2026. Performance remains below historical levels, with the business continuing to recover from fraud-related and other program changes experienced through 2025.
Key Business Health Indicators
The underlying Shell Gift Card proposition remains strong, but restoring confidence and security across the ecosystem is critical to unlocking growth.
B2B Fraud Impact & Stabilization
Fraud was a significant contributor to the 2025-2026 B2B decline and required the sales team to shift its focus from growth to protecting and retaining the existing customer base.
2025 | B2B Significant Disruptions ~ $13M Decline
Across Corporate, Reseller & Scrip
2026 | Business is Stabilizing ~ $64.9M B2B YTD |
2.6% YOY
2025 WAS ABOUT PROTECTING THE BASE.
2026 IS ABOUT STABILIZING, RECOVERING & RETURNING TO GROWTH.
Stabilizing the Business & Positioning for Growth
Protect & Stabilize
Build for Growth
*Prezzee is a global digital gift card platform that expands Shell's reach through their digital distribution.
While significant resources continue to be focused on protecting and stabilizing the existing business, RPG is also building new channels to drive future growth.
Protect the Core
Rebuild Confidence
Accelerate Growth
Building New Channels - Opportunities in Discussion
Shell U.S. 2026 Sales Update
Growth Initiatives - FY26
US Sales Performance - Key Takeaways
U.S. - Program Overview
Digital Overview
B2C & B2B Order Fulfillment
All orders follow our established fraud mitigation and review processes. Once approved, B2C and B2B orders are processed daily, with fulfillment and shipment typically completed the same business day. RPG also provides premium, flexible support for special handling requirements, allowing us to accommodate unique customer needs, expedited requests, and customized fulfillment solutions whenever possible.
Digital Order Fulfillment
Digital orders are currently processed through the Shift4 CWS platform. As digital website hosting transitions to RPG, orders will flow through Accertify, creating a more unified fraud mitigation approach across the Shell Gift Card program.
Dealer Order Fulfillment
Auto-replenishment and dealer-requested orders are uploaded weekly, with orders typically fulfilled and shipped within 2–5 business days. Rush order requests are accommodated and processed manually.
Custom & Specialty Order Fulfillment
AAA Custom Shell eGift Card Program
Custom Shell Dealer POD Programs
RPG’s in-house printing capabilities significantly reduce production lead times while supporting seasonal consumer designs, customized dealer print-on-demand programs, and B2B needs. RPG also supports fully customized digital partnerships, including branded landing pages and eGift card designs, such as the AAA program.
24/7 Customer Care & Comprehensive Support
Shell Gift Card Customer Care operates 24/7/365 through a multi-tier support model, with Tier 1 and Tier 2 managed through our partnered call center and RPG providing Tier 3 support for escalated and complex cases. In addition, RPG directly manages and owns additional customer support across B2C, B2B, AAP, and dealer support channels for inquiries received through CRM cases (www.shellgccustomercare.com), three dedicated inboxes, and two direct phone lines, providing end-to-end support across the broader Shell Gift Card program.
Case Management & Response Times
Customer Service has made significant progress in addressing the elevated case volumes resulting from increased fraud activity beginning in April 2025. The team is now current on its case queue, with new cases typically reviewed and initial customer contact completed within one business day - from backlog to back on track! 💪🏼
Reporting & Performance Management
RPG has dedicated significant time and resources to building a robust Customer Service program, with a strong focus on enhanced reporting, analytics, and operational visibility. Advanced Power BI reporting and dashboard capabilities across both the Call Center and CRM provide greater insight into call volumes, case activity, response times, service levels, agent performance, and overall customer experience.
Card Production Overview
AAP (BHN & InComm)
Dealers/Wholesalers
B2B
B2B, Consumer & Scrip
As of 12/01
| Channel Support | Quantity | Target Delivery | Distribution |
|---|---|---|---|
| Dealer Holiday | 1,350,000 | 11/14/25 | 11/17/25 |
Hold due to Circle K Redemption Issue
| Channel Support | Quantity | Target Delivery | Distribution |
|---|---|---|---|
| B2B | 1,255,140 | 12/10 - 12/17 | |
| B2B Custom | 478,190 | 12/31 | Immediate |
| Dealer Standard | 3,219,000 | 1/23/25 | Immediate Push |
| AAP - BHN | 4,910,480 | 05/26 | |
| AAP - InComm | 3,256,130 | 05/26 |
Total: 14,468,940
Card Production Overview - Shift4
| Channel | Denomination | Quantity | Target Completion | Distribution |
|---|---|---|---|---|
| Dealer - CVD | $25 | 330,000 | November | Spring 2027 |
| Dealer - CVD | $50 | 252,000 | November | Spring 2027 |
| Dealer - CVD | $100 | 252,000 | November | Spring 2027 |
| Dealer - CVD | $25 | 1,073,000 | Complete | Spring 2026 |
| Dealer - CVD | $50 | 1,073,000 | Complete | Spring 2026 |
| Dealer - CVD | $100 | 1,073,000 | Complete | Spring 2026 |
| Channel | Denomination | Quantity | Target Completion | Distribution |
|---|---|---|---|---|
| B2B - CVD | $5-100 Variable |
600,000 | November | Winter 2026 |
| B2B - CVD | $5-100 Variable |
1,218,000 | Complete | Spring 2026 |
| Consumer - CVD | Variable | 415,000 | Complete | Spring 2026 |
| Channel | Denomination | Quantity | Target Completion | Distribution |
|---|---|---|---|---|
| InComm - CVD | $25 | 46,000 | Complete | Spring 2026 |
| InComm - CVD | $50 | 200,000 | Complete | Spring 2026 |
| InComm - CVD | Variable | 2,510,000 | Complete | Spring 2026 |
| InComm - CVD | B2B | 500,000 | Complete | Spring 2026 |
| Channel | Denomination | Quantity | Target Completion | Distribution |
|---|---|---|---|---|
| BHN - CVD | $25 | 44,600 | Complete | Spring 2026 |
| BHN - CVD | $50 | 54,800 | Complete | Spring 2026 |
| BHN - CVD | Variable | 4,000,000 | Complete | Spring 2026 |
| BHN - CVD | B2B | 811,000 | Complete | Spring 2026 |
Canada Gift Card Business Health
Canada - Program Overview
Transition Overview
Shift4 product was launched in November 2025 in the Retail/Wholesaler channel. This included a new secure package, similar to BHN where the card is enclosed in the packaging, is not visible and requires barcode activation at Shell POS.
These initial cards do not have the required CVD in the mag stripe so a limited run was produced. New cards with CVD are in production, scheduled for September distribution.
Final card testing is underway for BHN. All other testing on card redemption with CVD is complete.
Dealers/Wholesalers
Alliance Partners
RPG
Digital
Web Overview
New B2B Purchasing Portal
B2C & B2B Order Fulfillment
Canadian consumer and corporate orders move through RPG’s established fraud review process prior to fulfillment. Once approved, B2C and B2B orders are processed daily, with most orders fulfilled and shipped the same day. RPG can also accommodate expedited requests, special handling, and unique fulfillment needs as they arise.
Digital Fulfillment
Upon launch - scheduled for October 2026, Digital orders will be processed through the Shift4 CWS platform. Digital purchasing will be hosted by RPG and orders will flow through Accertify, creating a more unified fraud mitigation approach across the Shell Gift Card program.
Dealer Order Fulfillment
Dealer auto-replenishment and requested orders are processed on a weekly cadence, with most shipments completed within 2–5 business days. Rush order requests are accommodated and processed manually.
Custom & Specialty Order Fulfillment
RPG’s in-house print capabilities allow us to respond quickly to specialty B2B needs and shorter-run custom requests without relying on traditional production timelines. As digital expands in Canada, we will also be able to support customized digital solutions and partner-specific experiences.
Customer Care & Multi-Channel Support
Shell Canada Gift Card Customer Care continues to expand its support capabilities across consumer, B2B, and dealer channels. Tier 1 support officially went live last week, with Tier 2 training scheduled to wrap up this week, further strengthening the Call Center support model while RPG continues to manage escalations and direct inquiries through dedicated email and phone channels. Coming very soon, the Shell Canada Gift Card Customer Care CRM, which will add another centralized channel for customer inquiries and case management.
Case Management & Response Levels
RPG provides hands-on customer care and direct oversight of Shell Canada Gift Card Customer Care, managing inquiries from initial contact through resolution. A dedicated Canadian CRM portal is scheduled to launch September 1st, providing a centralized channel for case submission, tracking, and management. As the program continues to expand, the focus remains on strengthening service capabilities, increasing accessibility, and building a customer care model that evolves alongside the needs of Shell Canada.
Reporting & Performance Management
RPG is actively building out the reporting and performance framework for Shell Canada, leveraging the tools, insights, and capabilities successfully established within the U.S. program. Power BI reporting, along with advanced Call Center and CRM dashboards, is currently being developed to provide enhanced visibility into call volumes, case activity, response times, service levels, agent performance, and the overall customer experience as the Canadian program continues to evolve.
Bilingual Customer Support
RPG has added a full-time, dedicated bilingual Customer Service agent to support the Canadian program. Fluent in both English and French, the agent provides full time French-language support across all channels of business during normal hours of operation. RPG has also enhanced the translation support available through our call center, ensuring French-speaking customers continue to receive support outside of normal business hours.
Enhanced IVR Experience
RPG recently launched a new dedicated Canadian IVR, designed to significantly improve call flow and ensure customers are more efficiently routed to the appropriate level of support. This provides a stronger support structure for the Canadian gift card program and allows for more effective management of calls across all channels of business.
Card Production Overview - EML
| Channel | Denomination | Quantity | Target Completion | Distribution |
|---|---|---|---|---|
| Dealer | $25 | 25,000 | Completed | As needed for non converted sites |
| Dealer | $50 | 50,000 | Completed | |
| Dealer | $100 | 25,000 | Completed |
| Channel | Denomination | Quantity | Target Completion | Distribution |
|---|---|---|---|---|
| B2B | $10 | 40,000 | Completed | Spring 2026 |
| B2B | $25 | 25,000 | Completed | Spring 2026 |
| B2B | $50 | 20,000 | Completed | Spring 2026 |
| B2B | $100 | 15,000 | Completed | Spring 2026 |
| B2B | Variable | 30,000 | Completed | Spring 2026 |
| Channel | Denomination | Quantity | Target Completion | Distribution |
|---|---|---|---|---|
| BHN | $25 | 32,020 | September 25 | Fall 2026 |
| BHN | $50 | 63,020 | September 25 | Fall 2026 |
| BHN | $100 | 31,020 | September 25 | Fall 2026 |
| BHN | Variable | 50,020 | September 25 | Fall 2026 |
Card Production Overview - Shift4
| Channel | Denomination | Quantity | Target Completion | Distribution |
|---|---|---|---|---|
| Dealer - Non CVD | $25 | 75,000 | Completed | July 2026 |
| Dealer - Non CVD | $50 | 75,000 | Completed | July 2026 |
| Dealer - Non CVD | $100 | 75,000 | Completed | July 2026 |
| Dealer - CVD | $25 | 75,000 | October 15 | Fall 2026 |
| Dealer - CVD | $50 | 75,000 | October 15 | Fall 2026 |
| Dealer - CVD | $100 | 75,000 | October 15 | Fall 2026 |
| Channel | Denomination | Quantity | Target Completion | Distribution |
|---|---|---|---|---|
| B2B - CVD | $10 | 50,000 | October 15 | Fall 2026 |
| B2B - CVD | $20 | 15,000 | October 15 | Fall 2026 |
| B2B - CVD | $25 | 50,000 | October 15 | Fall 2026 |
| B2B - CVD | $50 | 50,000 | October 15 | Fall 2026 |
| B2B - CVD | $100 | 50,000 | October 15 | Fall 2026 |
| B2B - CVD | Variable | 25,000 | October 15 | Fall 2026 |
| Consumer - CVD | Variable | 25,000 | October 15 | Fall 2026 |
*requires new data request - CVD)
| Channel | Denomination | Quantity | Target Completion | Distribution |
|---|---|---|---|---|
| InComm - CVD | $25 | 29,050 | August 27 | Fall 2026 |
| InComm - CVD | $50 | 56,550 | August 27 | Fall 2026 |
| InComm - CVD | $100 | 56,050 | August 27 | Fall 2026 |
| InComm - CVD | Variable | 26,050 | August 27 | Fall 2026 |
| Channel | Denomination | Quantity | Target Completion | Distribution |
|---|---|---|---|---|
| BHN - CVD | $25 | 123,000 | November 1 | Spring 2027 |
| BHN - CVD | $50 | 140,000 | November 1 | Spring 2027 |
| BHN - CVD | $100 | 116,000 | November 1 | Spring 2027 |
| BHN - CVD | Variable | 320,000 | November 1 | Spring 2027 |
| BHN - CVD | $5 - $300 Bulk | 65,000 | November 1 | Spring 2027 |
*BHN assigning an Implementation Manager
Trends | Market Research
North America - Gift Card Growth - 2028
North America
Closed Loop = $308B
eGift = $184.8B
includes US, Canada, Caribbean, Mexico
Canada
Closed Loop = $26B
eGift = $15.6B
United States
Closed Loop = $267.3B
eGift = $160.38B
By Retail Segment
Purchasers by Generational Segment
Shell $240M
*Credence Research and Napco Research 2023
**The Entrepreneurship Reporter
Digital eGift Cards
Digital Gift Cards are expected to grow to 60% of all Gift Card Spending.
Market Potential: The US digital gift card market is forecasted to grow at 17.1% annually.**