Market Overview

Southeastern Grocers Joins the Fuel Rewards® Program as Excentus Powers New Loyalty Program

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The new program will feature cents-per-gallon savings at Shell, as
well as discounts in-store, reinforcing the power of savings on fuel to
drive everyday value for consumers

Excentus, (www.excentus.com) a leading
loyalty marketing firm recently acquired by PDI Software, is resuming
its relationship with Southeastern Grocers (SEG). Featuring
cents-per-gallon savings at Shell, the company's new and improved
loyalty program, SE Grocers rewards, will also offer customers the
ability to save on groceries at its more than 575 major supermarket
stores beginning this summer.

SE Grocers rewards will give customers the opportunity to earn points on
purchases made at BI-LO, Fresco y Más, Harveys and Winn-Dixie stores,
and redeem those points for savings on groceries and on fuel at
participating Shell and other select fuel stations.

"We are thrilled to renew our relationship with Southeastern Grocers,
and to welcome them back to the Fuel Rewards® program," said
Brandon Logsdon, President of Excentus. "We are developing the SE
Grocers rewards program to meet the expectations of their customers. The
clear value of cents-per-gallon savings, the ability to earn points, and
more flexibility in redemption options will drive greater engagement and
repeat business."

Bringing back fuel savings and more perks

According to a consumer survey conducted prior to the transition of the
loyalty program, many Southeastern Grocers' shoppers valued the ability
to redeem their rewards for savings on fuel, specifically at Shell
stations. Most consumers ranked savings on fuel and on groceries as
providing greater value than other types of rewards. This sentiment
aligns with broader market trends in North America; U.S. consumers consistently
rank
fuel savings as one of their preferred loyalty currencies
according the Road
to Rewards 2017
report and survey.

"We listened carefully to our customers and responded by providing them
with additional value through cents-per-gallon fuel savings, which is
core to the Fuel Rewards® program," said Anthony Hucker,
President and CEO of Southeastern Grocers. "Our new program will reward
our most loyal customers through targeted bonuses, while all customers
will be able to earn points for purchases at any BI-LO, Fresco y Más,
Harveys and Winn-Dixie stores – and all with the flexibility to redeem
points at the register or the pump."

Everyday value and simplicity

The decision by Southeastern Grocers to include the Excentus-powered
Fuel Rewards® program and its currency is further proof that
multi-merchant loyalty strategies are successful – provided they deliver
real value to customers. The simplicity of programs like SE Grocers
rewards and the strength of fuel savings as a rewards currency resonates
strongly with U.S. consumers, and that is reflected in Southeastern
Grocers' decision to work with Excentus.

"At its core, loyalty is about understanding your customers and giving
them relevant, worthwhile rewards in exchange for their business,"
continued Logsdon. "Southeastern Grocers learned that their customers
found great value in both cents-per-gallon fuel savings and
savings on grocery purchases, and we're proud to create a program that
meets both SEG's and their customers' needs."

For more information about Excentus, the Fuel Rewards®
program and the new SE Grocers rewards program, or to speak with Brandon
Logsdon, please contact Vanessa Horwell at vhorwell@thinkinkpr.com
(305-749-5342 ext. 232) or Emily Bowe at ebowe@thinkinkpr.com
(305-749-5342 ext. 246). For more information about Excentus, please
visit www.excentus.com.

Excentus Corporation, A PDI Company

Excentus, a leading loyalty marketing and technology firm specializing
in the design, development and implementation of loyalty programs, was
acquired by PDI in 2018 to expand PDI's retail enterprise software
portfolio, helping convenience store retailers and petroleum wholesale
marketers thrive in a digital economy. Excentus offers a scalable,
cloud-based platform to manage, measure, and monetize fuels-based
loyalty programs. Drawing on the success of Excentus' owned and operated
Fuel Rewards® program, which has grown to more than 14.5 million members
and over $1 billion in fuel purchases, Excentus serves national and
regional brands, Consumer Packaged Goods (CPG) manufacturers, grocery
chains, convenience retailers and their customers. Over 1,200 customers
operating more than 100,000 locations trust PDI to optimize their entire
operations—now including loyalty—whether they are a single site,
multi-site, dealer or franchise operator. To learn more about Excentus
visit www.excentus.com and
for more information about PDI visit www.pdisoftware.com.

About Southeastern Grocers

Southeastern Grocers, Inc, (SEG) parent company and home of BI-LO,
Fresco y Más, Harveys Supermarket and Winn-Dixie grocery stores, is one
of the largest conventional supermarket companies in the U.S. SEG
grocery stores, liquor stores and in-store pharmacies serve communities
throughout the seven southeastern states of Alabama, Florida, Georgia,
Louisiana, Mississippi, North Carolina and South Carolina. BI-LO, Fresco
y Más, Harveys Supermarket and Winn-Dixie are well-known and
well-respected regional brands with deep heritages, strong neighborhood
ties, proud histories of giving back, talented and caring associates and
strong commitments to providing the best possible quality and value to
customers. For more information, visit www.bi-lo.com,
www.frescoymas.com,
www.harveyssupermarkets.com
and www.winndixie.com.

About Shell Oil Company

Shell Oil Company is an affiliate of the Royal Dutch Shell plc, a global
group of energy and petrochemical companies with operations in more than
70 countries. In the U.S., Shell operates in 50 states and employs more
than 20,000 people working to help tackle the challenges of the new
energy future.

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