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Gas Prices Drop for Winn-Dixie Shoppers as Grocer Expands Its fuelperks! Rewards Program

For every $50 in qualified purchases using the new CRC at Winn-Dixie, guests earn a 5 cents-per-gallon discount on fuel that is redeemable on a single fill-up, up to 20 gallons at any one of more than 300 participating area Shell stations. Additionally, fuelperks! are stackable - the more shoppers spend, the more fuelperks! credits they earn. For example, if a customer spends $100, he or she will earn a 10 cent-per-gallon discount, if a customer spends $150, he or she earns a 15 cent-per-gallon discount, etc. Shoppers also don't have to spend $50 in one transaction. Purchases are automatically tracked on their receipt tape and each time the $50 threshold is met, another 5 cent-per-gallon discount on gas is earned.

"We encourage shoppers to visit their nearest Winn-Dixie location to sign up for their new Customer Reward Card and start saving on gas through our fuelperks! rewards program today," said Dan Lafever, Winn-Dixie's regional vice president. "We are thrilled to bring this new savings opportunity to our guests here in the Tampa Bay, North Central Florida and West Central Georgia areas and look forward to expanding it soon into Central Florida, especially with gas prices back on the rise."

Furthermore, each week there are dozens of bonus items that can be purchased to earn additional fuelperks!. For each bonus item purchased, an additional 5 to 10 cents per gallon discount is earned and there is no limit on the amount of bonus items that can be purchased. For example, a customer can purchase a single bonus item and earn an additional 5 cents per gallon discount or purchase 10 items and receive a 50 cents-per-gallon discount. This is in addition to the 5 cents per gallon discount earned for every $50 spent.

This fuelperks! expansion is part of the grocer's ongoing partnership with Excentus Corporation, a retail marketing coalition specializing in fuel-based reward programs.

"Winn-Dixie has been a great business partner for us," said Brandon Logsdon, president and chief operating officer, Excentus. "We are excited to bring fuelperks! to their customers and we are confident that it will be a success."

As part of the program, the popular Winn-Dixie Customer Reward Card (CRC) has been redesigned to include a magnetic stripe on the back, similar to a debit or credit card. This new card is required in order to earn and redeem fuelperks! at participating Shell stations.

"We are very pleased to team up with Winn-Dixie to help fill customers' tanks for less," said Dan Little, fuels marketing manager, Shell North America. "With conveniently located participating Shell stations throughout the participating Winn-Dixie markets, it has never been easier for customers to save on Shell Nitrogen Enriched Gasolines, including our premium gasoline, Shell V-Power."

For more information about the program and/or participating locations, please visit www.winndixie.com/fuelperks or www.facebook.com/WD.fuelperks.

About Winn-Dixie

Winn-Dixie Stores, Inc., is one of the nation's largest food retailers. Founded in 1925, the Company is headquartered in Jacksonville, Fla. The Company currently operates 484 retail grocery locations, including 379 in-store pharmacies, in Florida, Alabama, Louisiana, Georgia and Mississippi. For more information, please visit www.winndixie.com

About Excentus

Excentus Corporation is the provider of the fuelperks! Rewards program - a retail marketing coalition in the United States utilizing fuel as the ultimate consumer reward. Headquartered in Dallas, Texas, Excentus Corp. was founded in 1996. It is a privately held company with over 150 customers in the U.S. and Canada. For more information, email marketing@excentus.com, or visit www.excentus.com.

About Shell

Shell Oil Products US, a subsidiary of Shell Oil Company, is a leader in the refining, transportation and marketing of fuels, and has a network of more than 6,000 Shell-branded gasoline stations in the Western United States. Shell Oil Company is an affiliate of the Shell Group [(NYSE:RDS.A) and (NYSE:RDS.B)]. Shell Oil Company is a 50 percent owner of Motiva Enterprises LLC, along with Saudi Refining, Inc. Motiva Enterprises LLC refines and markets branded products through approximately 8,200 Shell-branded stations in the Eastern and Southern United States.

Royal Dutch Shell plc is incorporated in England and Wales, has its headquarters in The Hague and is listed on the London, Amsterdam, and New York stock exchanges. Shell companies have operations in more than 100 countries with businesses including oil and gas exploration and production; production and marketing of Liquefied Natural Gas and Gas to Liquids; manufacturing, marketing and shipping of oil products and chemicals and renewable energy projects including wind and solar power. For further information, visit www.shell.com.

Winn-Dixie Stores, Inc.
Hunter Robinson, 904-783-5153 or 904-571-6052 (cell)
HunterRobinson@winn-dixie.com
or
St. John & Partners
Patrick McSweeney, 904-596-2085 or 904-923-4871 (cell)
patrickm@sjp.com
or
Edelman Public Relations
Erik Fairleigh, 323-202-1026
erik.fairleigh@edelman.com