Is ShopTrue Gone?

The URL That's Been Down for Months

Back in early November, I wrote about the JetBlue ShopTrue portal being down. When I reached out to the customer support, I was told to keep an eye on it as they were re-designing the site and a new version would be up soon. Now over three months later the domain is a dead end - what gives?

Does it Matter?

ShopTrue was the equivalent to Chase's Ultimate Rewards Mall or Barlcay's Rewards Boost: an online shopping portal that would give you the opportunity to earn extra points as long as you went to a site like Macy's by clicking through the portal. 

This was a much needed venue for earning extra TrueBlue points as many other airlines and credit card competitors offer this feature as well as a dining rewards portal too. 

Where'd it go?

Performing a Who Is search on the domain www.shoptrue.com leads to the following result:

This differs from the domain www.jetblue.com, where the registrant name is properly listed as JetBlue. If they still owned the domain, it should appear with them as the owner. However, since it lists a private registration and the site results in this page, it seems as though it has been sold:

If an overhaul is going on for the site, then perhaps a re-branding is also in the books and a change in the name of the site could easily. I've reached out to customer service again for an update, but so far they've been sparse on details from what I've seen online and from personal experience.

It would be a great asset to the TrueBlue program to be able to earn points easily in addition to the badge program. If JetBlue wants to be competitive with rewards they still need to maintain some of the more traditional routes for earning points while remaining unique with their other venues.

- John