Winning uncommitted fuel customers with measurable ROI

Coen Markets is a BP- and Amoco-branded fuel and convenience retailer based in Pittsburgh. As one of the oldest and largest convenience chains in the region, Coen has built a strong local reputation across nearly 80 company-owned and dealer locations. But in today’s fuel and c-store landscape, reputation alone isn’t enough to drive consistent traffic. Customers have more choices than ever, and uncommitted behavior has become the norm, forcing retailers to compete more intentionally for each visit.

To drive more visits from new and infrequent customers, Coen initially explored Upside several years ago, at a time when the fuel and c-store landscape and the tools available to retailers looked very different. Since then, competitive pressures have intensified, uncommitted customer behavior has become the norm, and Upside has continued to invest in making its platform simpler, more transparent, and more measurable.

When Coen and Upside reconnected in 2024, it was clear to Coen that Upside’s platform had evolved to meet modern retailer needs, with clearer insights, verified results, and a partnership model designed to support profitable growth.

Clear insights, real results, and true partnership

A key differentiator for Coen was Upside’s reimagined dashboard. The new dashboard gave Coen deeper insights about their customers and a clearer understanding of the impact that Upside was driving. This made it easier to understand performance, evaluate ROI, and communicate impact internally.

Equally important was the collaborative nature of the partnership. Upside worked closely with Coen’s team to ensure they had the knowledge and confidence to explain the program and its value across the organization, reinforcing Upside’s role as a partner — not just a vendor.