Accelerating Shell's North America Mobility & Convenience digital transformation:
360 customer engagement with Braze
Shell is consolidating its entire customer engagement stack for it's Mobility & Convenience business in North America: email, push, in-app, SMS into a single composable platform powered by first-party data and built for AI-driven personalisation at scale.
US & CA
2 markets,
1 blueprint
+15
Channels unified
in Braze
+13
Critical Core Data
Systems Identified
SHELL'S AMBITION
Drive measurable growth.
Own the customer relationship & build loyalty that lasts.
Shell's vision is clear: motivate every customer at the pump, in the app, at every touchpoint to choose Shell. Through best-in-class loyalty, Fuel Rewards, and a digital-first experience that treats customers as individuals, not segments. Underpinned by first-party data they own, in real time, across every market they operate in.
This is what a composable engagement stack unlocks. Not just better campaigns, but the ability to bridge the gap between the brand and the consumer, treating every customer as an individual, in real time, across every channel Shell operates.
This is what a composable engagement stack unlocks. Not just better campaigns, but the ability to bridge the gap between the brand and the consumer, treating every customer as an individual, in real time, across every channel Shell operates.
Expand
Contactable customer base
Grow
Loyalty programme membership & engagement
Increase
Incremental fuel volume per customer
Elevate
Brand value through better digital experiences
Maximise
Marketing ROI across paid and owned channels
THE CHALLENGE
Complex siloed data & complex customer experience
Achieving that ambition required a single, unified view of the customer. Instead: fragmented data spread across 35+ systems and channels operating in silos across the lifecycle. Their scale and ambition demanded something the existing stack simply could not deliver a connected, composable foundation.
Running Shell's customer engagement across the US and Canada meant operating across fragmented data, disconnected tools, and manual workflows. One of the world's biggest mobility & convenience brand, running campaigns by hand and hoping for the best.
Running Shell's customer engagement across the US and Canada meant operating across fragmented data, disconnected tools, and manual workflows. One of the world's biggest mobility & convenience brand, running campaigns by hand and hoping for the best.
- Fragmented identity
- Zero real-time signals
- Manual campaigns
- Disconnected channels
True connection starts when fragmented systems become one.
WHAT WE DID
Plan, Build, Run: The Shell Migration.
We spent four weeks inside Shell's business. We spoke with over a hundred people across loyalty, IT, data, CRM, engineering and compliance. Most teams would have started migrating. We looked at what Shell already had.
Within a month we achieved:
Within a month we achieved:
INSIGHTS
Shell already had a 360° customer view. Nobody had connected it to anything customers could feel.
Shell had already built a 360-degree customer view inside their cloud data warehouse: profiles, transactions, loyalty behaviour, payment patterns. Fully formed. Completely disconnected from any customer facing system.
Nobody had wired it to anything. Until now.
That existing investment accelerates the entire timeline - not just the migration, but personalisation, AI decisioning, performance marketing, and the full CRM roadmap.
Nobody had wired it to anything. Until now.
That existing investment accelerates the entire timeline - not just the migration, but personalisation, AI decisioning, performance marketing, and the full CRM roadmap.
4x
Faster than a standard migration. Because we didn’t start from scratch, we started from Shell’s own data.
THE TRANSFORMATION
35 sources of truth to one.
We're live. Core data pipelines are built, and the first Braze-powered US email journeys (welcome series, reactivation flows, the co-branded card programme) are in production. Canada follows using the same blueprint, adapted for its market.
1
Map the architecture
Every platform, data flow, dependency and risk surface. Nothing left unmapped.
2
Build the foundation
Connect the 360 data view to Braze. Identity resolution, consent flows, first journeys live.
3
Migrate and redesign
Every campaign moved into Braze - not copied, redesigned. Better in the new system.
4
Train and embed
Shell's team owns the platform. Skills transferred. No dependency left behind.
We had a really fragmented customer engagement landscape. Sometimes it takes us eight weeks to get a campaign out the door; how do we get that down to a matter of days? Braze is going to really turbocharge our efforts and you guys are our guide on the journey. You've worked across so many different spaces, and that's kind of the why behind our journey with Massive Rocket.
Keith Edwards,
North America Digital Innovation & Enablement Manager at Shell
North America Digital Innovation & Enablement Manager at Shell
THE PAYOFF
What changes when the stack is connected.
A connected stack changes what Shell's team can do day to day, from how fast an offer reaches a customer to where the next dollar of budget goes.
1
Instant Offers
A customer fills up and Shell can trigger a personalised offer within minutes based on loyalty tier, purchase frequency, and location.
2
Unified Profile
Email, push, in-app, and SMS all read from the same customer profile, the same consent record, the same behavioural signals
3
Fast Deployment
New journeys go from idea to live in days rather than the 8 weeks it used to take.
4
Full Attribution
For the first time, Shell has closed-loop attribution across every owned channel: what's working, what isn't, and where to put the money.
BRAZE AI AGENT CONSOLEᵀᴹ
Redefining customer engagement with Braze Agent Console
Deployed by Massive Rocket, Shell's team is now growing loyalty programme membership, engaging loyalty customers more meaningfully, and increasing fuel volumes, all while maximising ROI across paid and owned channels. Braze Agent Console gives the team the power to take an idea and bring it to life at speed, compressing timelines without compromising on quality. More than that, it is opening up entirely new possibilities for personalisation, enabling Shell to deliver genuinely individual customer experiences at scale.
- Loyalty membership growth
- Increased fuel volumes
- Maximised ROI
MASSIVE ROCKET
We have done this transformation with Braze over 200 times.
Massive Rocket operates as a specialized global data and Braze agency. As a dedicated center of excellence, we stand apart in the marketplace by uniquely unifying deep data engineering, comprehensive CRM strategy, and end-to-end Braze delivery within a single operational framework.
Every decision we make is in service of one thing: the outcome our clients need.
For enterprise clients like Shell, we do not function as external vendors. We act as deeply embedded partners, collaborating cross-functionally alongside Shell and their agency partners to design, implement, and drive large-scale digital transformation programs.
Every decision we make is in service of one thing: the outcome our clients need.
For enterprise clients like Shell, we do not function as external vendors. We act as deeply embedded partners, collaborating cross-functionally alongside Shell and their agency partners to design, implement, and drive large-scale digital transformation programs.
If you're sitting on fragmented data, running manual campaigns, or operating loyalty programmes that don't connect to your CRM.
This is what's possible when you build it right.
See how we work
Copyright © XXXX Massive Rocket. All rights reserved.