LatestShell Go+: Driving Loyalty Through Smarter Engagement & Customer-Centric Strategy
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.
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
