I just tried to book a shareholder offer to Berlin. The fare is exactly the same as the ordinary fare that can be booked by anyone on SAS' webpage. But shareholder offers must be booked 45 days in advance and has a minimum stay requirement of two days. Booking class is mentionend as 'Class: Aktionær tilbud'.
So: Lots of restrictions, uncertain booking class and no discount. I am NOT impressed!