GameStop is bringing new utility to its PowerUp mobile loyalty application users by enabling them to redeem points to save on fuel at participating Shell gas stations via the Fuel Rewards program.

GameStop is allowing its customers to sign up for the complimentary Fuel Rewards program and track and manage their savings directly from the retailer’s rewards app. This new aspect of the PowerUp loyalty program, which boasts millions of members, suggests that more brands may attempt to branch out with rewards prizes and offer consumers additional utility by giving them the ability to redeem accumulated points at other stores, restaurants or service locations.

“There is a benefit when brands come together to invite members of other programs to try another brand for the first time,” said Scott Robinson, vice president of design and strategy at Bond Brand Loyalty, Toronto.

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