In a significant development for Canadian consumers, Shell PLC has announced a strategic partnership with the Scene+ loyalty program, which is backed by Scotiabank. This collaboration will enable Scene+ members to earn valuable points on fuel purchases at Shell's extensive network of retail locations across the country.
Expanding Loyalty Options for Motorists
The integration is set to launch in phases, beginning with Alberta on March 3, 2026, before expanding nationwide by May 26 of the same year. This rollout will incorporate Shell's approximately 1,400 retail sites into the Scene+ ecosystem, providing members with enhanced flexibility and rewards for their everyday spending.
Earning and Redeeming Points
Under the new program, members will earn one Scene+ point for every litre of gasoline purchased at Shell stations. Additionally, shoppers can accumulate one point for every dollar spent on in-store items, with certain exclusions applying as per standard loyalty terms.
Redemption thresholds have been established to ensure practicality for consumers. Points can be redeemed at Shell locations starting at a minimum of 1,000 points, which equates to a $10 value. The maximum redemption per transaction is capped at 10,000 points, providing up to $100 in savings for fuel or merchandise purchases.
Strategic Partnership Benefits
Tracey Pearce, President of Scene+, emphasized the customer-driven nature of this partnership in a recent news release. "We listened to our members when they told us they wanted a fuel loyalty partner," Pearce stated. "As a leader in the fuel industry, Shell is an ideal partner for our ecosystem."
The collaboration extends beyond basic point accumulation. As part of the agreement, Bank of Nova Scotia and Tangerine Bank customers will gain access to additional perks and benefits, though specific details of these enhanced offerings have yet to be fully disclosed.
Market Implications and Consumer Impact
This partnership represents a strategic move in the competitive Canadian loyalty program landscape. By aligning with a major fuel provider, Scene+ strengthens its value proposition to members who regularly purchase gasoline. The program's expansion into the fuel sector addresses a significant consumer spending category that was previously underserved within the Scene+ rewards structure.
The timing of this announcement, made in late January 2026, positions both companies to capitalize on spring and summer driving seasons when fuel consumption typically increases across Canada. The phased rollout allows for system testing and optimization before the nationwide implementation.
For Canadian consumers, this development means greater flexibility in earning and redeeming loyalty points across multiple spending categories. The ability to accumulate points on essential purchases like fuel, combined with existing Scene+ partnerships in entertainment, dining, and retail, creates a more comprehensive rewards ecosystem.
As loyalty programs continue to evolve in response to consumer preferences, partnerships like this Shell-Scene+ collaboration demonstrate how companies are adapting to provide more integrated and valuable experiences for their customers across different sectors of the economy.
