How Cumberland Farms wins both inside and outside the store with Upside

Cumberland Farms operates just over 1,500 convenience stores across 23 states. The business is facing a challenge that the whole industry shares: For a number of different reasons, fuel volume is declining. At the same time, the number of c-stores keeps climbing, so more retailers are competing for a smaller piece of the pie.

Craig Byerlee, Head of Commercial Fuel Sales, looks to Upside to bring back customers who haven’t visited in a while, and to keep more transactions flowing through its sites. Considering the average gas station has capacity 60% to 80% of the time, he notes, every additional customer helps.

Cumberland Farms is seeing measurable lift at its participating locations, along with complementary c-store offers. Craig says the company is winning both inside and outside the store.

Watch Craig’s story above.