Shell Go+: Driving Loyalty Through Smarter Engagement & Customer-Centric Strategy
- Published
- 5 min reading
In this episode of Let’s Talk Loyalty & Loyalty TV, Charlie Hills is joined by Jakub and Jonathan from the Global and UK Shell Go+ teams to explore how one of the world’s most recognisable brands is redefining loyalty in fuel and convenience retail.
💡 Jakub, Europe & North America Loyalty & CRM Lead at Shell, shares insights from his work shaping customer engagement across multiple markets — plus his experience designing and launching Footlocker’s European membership programme. He explains why emotional connection is essential for driving long-term loyalty and commercial value.
💬 Jonathan, Head of Loyalty & CRM for Shell UK, brings a wide perspective from his years across agency and client-side roles at Shell, Vodafone, and within financial services, energy, retail, and banking. He highlights what today’s customers expect from a loyalty programme, and how Shell Go+ continues to evolve to meet those expectations.
Together, they discuss:
- their favourite books influencing how they think about loyalty
- the most important learnings from the programmes they’ve built
- how Shell is shaping the next chapter of loyalty across fuel, retail, and experience-led engagement
