GameStop is bringing new utility to its PowerUp mobile loyalty application users by enabling them to redeem points to save on fuel at participating Shell gas stations via the Fuel Rewards program.

GameStop is allowing its customers to sign up for the complimentary Fuel Rewards program and track and manage their savings directly from the retailer’s rewards app. This new aspect of the PowerUp loyalty program, which boasts millions of members, suggests that more brands may attempt to branch out with rewards prizes and offer consumers additional utility by giving them the ability to redeem accumulated points at other stores, restaurants or service locations.

“There is a benefit when brands come together to invite members of other programs to try another brand for the first time,” said Scott Robinson, vice president of design and strategy at Bond Brand Loyalty, Toronto. “There is definitely an acquisition benefit through these partnerships.

“There is also a benefit to partners in terms of meeting customer needs that the brand itself can’t necessarily do quickly on its own. When you look at how successful the GameStop PowerUp program is, with 40 million members, Fuel Rewards certainly stands to benefit.”

Switching on loyalty bonuses
PowerUp members may currently gain rewards points for each purchase they make, and can redeem them by selecting available items within the Rewards Catalog. These types of mobile-enabled loyalty platforms have become ubiquitous for driving retail sales, meaning that they must undergo further innovation to keep customers engaged.

The Fuel Rewards program, powered by Excentus Corporation, enables its six million participants to collect savings on fuel from purchases made at thousands of restaurants, retailers and merchants. Users can link their debit or credit cards to the platform and track accumulated savings from the Fuel Rewards app.

Consumers may then earn rewards in the form of cents off per gallon at more than 12,000 participating Shell and other gas stations.

GameStop is encouraging its PowerUp members to partake in this cross-partnership by visiting fuelrewards.com/powerup or texting the keyword “powerup” to 83835, which will deliver a download link to install the Fuel Rewards app.

Shell has also begun foraying deeper into the mobile industry this year, finally realizing the revenue potential that personal devices offer.

This past July, Shell began its rollout of the PayPal-enabled Fill Up and Go service across gas stations in Britain, which allows customers to download the Shell Motorist app and scan a QR code to pay at the pump with their smartphones (see story).

New rewards areas
While gaming and electronics are arguably the two most attractive prize sectors for GameStop’s loyalty members, a recent Excentus-sponsored survey found that fuel savings nabbed the top spot among consumers’ preferred loyalty incentives.

Receiving discounts on gas ranked even higher than cash-back promotions, coupons, travel-related points or instant offers.

“Currently the most successful rewards programs do not offer many out-of-store services. So it’s best to focus on the rewards your consumers value most.”

GameStop’s PowerUp program will likely experience a surge in sign-ups following this new collaboration, which has the potential to entice a slew of new consumers who may not be as focused on collecting gaming-related rewards.

Additionally, it may help the marketer garner more valuable insights on customer purchasing behavior.

A GameStop executive at the sixth annual Mobile Marketing Day conference said the brand’s ability to leverage customer data from its PowerUp Rewards program was instrumental in its crafting of a mobile strategy that has maximized engagement, revenue and increased loyalty (see story).

“Brands need to make sure they are supplementing the loyalty program value proposition they are serving up to customers in a brand-aligned manner, and in ways that fulfills the promise the brand is making to its customers,” Bond Brand Loyalty’s Mr. Robinson said.

Final Take
Alex Samuely, staff writer on Mobile Commerce Daily, New York