While Shell has long been acknowledged for its lead in customer loyalty programs where purchases at the pump are concerned, now they're taking that program and offering something that lets consumers gain more from their own purchases that have nothing to do with gasoline or diesel.

Shell has joined Fuel Reward Network, an electronic discounting network created by Texas-based Excentus, that will allow consumers who shop at Macy's, Barnes and Noble, Nike, J.C. Penney and The Home Depot to convert reward points they earn at those chains into instant price discounts at the pump.

The new Fuel Reward Network (FRN)will let consumers decide how, and how much they want to save on their gasoline and diesel purchases and it will launch in phases beginning in 2012.

Under the program, consumers will pick up a free FRN card at any participating Shell station and register online at fuelrewards.com. They will then be able to add and combine rewards they earn from FRN grocers, FRN Dining, FRN Online Mall, and FRN e-coupons and spend them to fill up at the pump. They can stack their rewards or spend them as they earn them, up to a maximum 20 gallons per purchase.

Consumers who join FRN will be able to track and manage their rewards online. Altogether, more than 700 brand-name grocers, restaurants, and retailers are participating in the network and Shell said it anticipates an option in the new program will allow retailers to issue their own site rewards as well.

Obviously, programs that deliver real value and reduce the pressure we feel when gas prices spike can make a big difference. Shell says that its grocery rewards program has been a big success. Some 3.5 million Shell customers use their loyalty card to redeem discounts and of those, 2.5 million were new to Shell. I'm guessing that the rewards consumers will tap from their FRN purchases will be exponentially greater. Check it out and capitalize on your purchasing power!