Upside for Grocers: The exclusive growth lever competitors can’t replicate

Most growth channels in the retailer’s toolkit are available to everyone. They can all buy the same media, target the same ZIP codes, and promote against the same shopper segments. If one grocer invests in paid search, retail media, or social ads, nearby competitors can do the same thing tomorrow.

The current grocery environment is teeming with competitors, from both inside and outside the traditional swim lanes. Price-conscious customers are cross-shopping to maximize their own value, eschewing brand loyalty. Against this backdrop, any sustained edge makes a difference.

For retailers like Giant Food and many more, that edge is the exclusivity of the Upside marketplace. Space on the platform is limited by design, and access is first-come, first-served. When a grocer joins the platform, they reserve an exclusive zone around each store, which means nearby competitive sites can't join the platform. Then, Upside app users just see you on the map, not your rival down the street.

Exclusivity locks out nearby competitors

Most marketplaces are built for consumer choice; they’re incentivized to provide as many options as possible. But competitive advantage for retailers quickly erodes when access is open to everyone. Consider an alternative marketplace where every grocer in an area is allowed to join:

Upside is an exclusive marketplace — one that limits the number of retailers that can participate. That exclusivity creates a protected position for the participating grocer, which doesn’t have to worry about competitive grocers copying their move. Grocers on Upside consolidate demand and win more trips from consumers who use the platform to choose where to shop.

An A/B test from St. Louis-area grocer Schnucks confirmed Upside’s incremental impact. Schnucks is a longtime Upside partner, and as part of a regular review of its investments, the grocer ran an experiment to independently measure its impact.

During the 30-day test, the stores temporarily removed from Upside saw a 1% decline in sales. Meanwhile, the ones that remained saw a 2% increase — creating a significant gap in sales growth. 

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Stores on Upside performed 3% better than those that were temporarily not in the marketplace. Upside changes consumer behavior, and the exclusivity in our marketplace is a big reason why.  

Exclusivity on Upside is first-come, first-served — meaning that only the grocers who join soon are guaranteed to secure their position in the marketplace.

The result: Durable demand, not a temporary boost

For participating grocers, Upside provides a unique competitive advantage:

• Reach nearby consumers at the moment they choose where to buy
• Win trips from competitors with your exclusive presence in Upside’s marketplace
• Earn net-new trips and incremental profit

When most growth efforts can be easily replicated, exclusivity creates durable value. Secure your real estate in the marketplace — get in touch with Upside’s team of retail experts to see which of your stores are still eligible.