Driving on-site traffic and pump-to-store conversion

A prominent convenience store and fuel retailer with locations across the U.S. partnered with Upside to achieve several key objectives:

• Increase the number of consumers visiting their sites
• Encourage existing customers to make additional purchases in their c-stores
• Enhance exposure to their loyalty program

To accomplish these goals, the retailer required an effective solution that would attract new customers and motivate existing patrons to spend more.

Personalized promotions: capturing new customers and driving loyalty to high-margin profit sites

By February 2022, the retailer had launched over 500 fuel and c-store locations on the Upside platform. Upside’s strategy focused on:

• New customers: 
  - Identifying the consumers that were buying fuel from nearby competitors but had never transacted with the retailer
  - Driving those transactions to the retailer’s location 
  - Exposing those customers to the retailer’s loyalty program 

• Existing or “regular” customers :
  - Identifying the retailer’s “regular” customers and how much they were buying
  - Increasing the visit frequency and total spend those customers made with the retailer, above and beyond the impact that their loyalty program had 

Pump-to-store conversion is a crucial industry metric that tracks the number of customers making in-store purchases after filling up their tank at the pumps. The Upside platform personalized the experience for both new and existing customers to motivate them to behave differently. In accordance with the retailer's stated goals, Upside drove customers on-site and into their profit center. 

The personalized nature of these promotions bypassed the sign price wars that create a race to the bottom. That meant the retailer was able to avoid blanket promotions that cannibalize profit from sales that "regular" customers would have paid full price for. And because each promotion is within the retailer's margin, they're always profitable.