Winclap Data and Shell Box partnered to build a data-driven loyalty model that replaces blanket discounts with personalized intelligence — creating lasting value for every customer.
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Shell, one of the world’s leading energy companies, has always sought to strengthen its connection with customers. Through Shell Box, its loyalty program, the company took that mission one step further. To elevate customer engagement, Shell partnered with Winclap Data to reimagine how value is delivered within the program. The result is the Shell LTV Model — an initiative that shifts loyalty from mass discounts to intelligent, personalized connections, setting a new standard for what customer loyalty means in the energy sector.
For years, promotional discounts were assigned in a one-size-fits-all manner: every customer received the same, without the advanced prioritization and measurement capabilities available today. The challenge was clear: high-value customers were not receiving differentiated rewards for their loyalty, while others who wanted to engage with the brand had fewer opportunities to do so.
The Shell LTV Model was designed together with Winclap Data, combining a predictive and always-on approach that is currently in active experimentation. It is already showing promising results and revealing signals of impact that will guide its future scale.
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The system defines priorities for discount allocation based on each customer’s potential, creating the foundation to validate impact through experimentation and optimize decisions over time.
The Shell LTV Model is currently in active experimentation. Early results show clear signs of which tactics perform best, which customer segments show higher incremental response, and which learnings will guide the next phase of scaling.
“The Shell LTV Model allowed us to turn promotions into investments. We no longer think about spending less, but about investing better.”
— Rodrigo Parodi, Head of Performance, Shell Box, Raízen
This was not an isolated pilot. It was developed by an integrated marketing, data, and technology team. By leveraging Shell’s existing infrastructure and technology stack, the project avoided the need for new licenses or external tools — generating operational efficiency and allowing Shell teams to run the model as business as usual.
Winclap Data applied its “Data First. AI After” philosophy, ensuring that every solution starts from the client’s real environment and delivers tangible business impact from day one.
“The Shell LTV Model is not just about technology, but about identifying the true levers of growth and activating them with data, powered by AI. It’s a mindset with execution, where every action translates into tangible business impact.”
— Jota Juarez Pascual, Winclap Data Sr. Manager
“We were able to deliver value because we started from the business problem and arrived at the specific technology — not the other way around.”
— Bernardo Tinti, Winclap Consulting Sr. Manager
The Shell LTV Model has already redefined loyalty in the sector.
The next step is scaling it across every customer interaction.
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