Shell Pilipinas Corp. and Landers Superstore are combining their fuel and retail networks under a strategic partnership aimed at expanding customer reach while extending membership benefits across fuel purchases and everyday shopping.
Formalized on Oct. 1, the partnership will initially roll out seven Shell Mobility-Landers stations in Cebu, Alabang, Vermosa, Arcovia, Otis, Balintawak and Naga. The rollout will take place in phases.
The arrangement connects Shell’s mobility network with Landers’ membership-based retail platform, giving both companies an opportunity to reach customers beyond their traditional channels and strengthen engagement across complementary parts of the consumer journey.
Under the partnership, Landers members will receive exclusive fuel discounts and special offers at participating Shell Mobility-Landers stations. Shell Go+ members, meanwhile, will be offered exclusive deals on Landers Executive Membership through the Shell Asia app.
For Shell, the tie-up creates another route for expanding its mobility footprint by placing fuel and mobility services alongside destinations already frequented by Landers shoppers. For Landers, fuel-related discounts and perks add another layer to its membership proposition beyond in-store purchases.
“Landers has built a strong business and a loyal customer base over the years. We are pleased to work with them as we bring Shell Mobility stations to more locations and serve more motorists across the country,” Shell Pilipinas president and CEO Lorelie Q. Osial said.
Landers deputy CEO Bill Cummings said the partnership would complement the retailer’s shopping experience with “quality fuels, reliable service, and exclusive benefits.”
The tie-up comes as fuel retailers and consumer businesses increasingly look beyond standalone transactions, using loyalty programs, cross-promotions and partnerships to connect customers across multiple spending categories.
For both companies, the immediate focus will be on the phased rollout of the seven locations, with the partnership potentially giving Shell greater access to Landers’ membership base while allowing Landers to extend its benefits into the mobility segment.
