Dive Brief:
- Convenience and fuel retailer Chevron has partnered with Upside to bring the retail technology company’s platform to 300 company-operated c-stores in California, according to a Monday announcement.
- Upside’s software finds nearby customers who haven’t visited a specific c-store or gas station, and offers them personalized cash-back promotions via its mobile app to entice them to visit that location.
- Chevron is the latest in a growing list of c-store brands already working with Upside, including BP, RaceTrac, Casey’s General Stores, Phillips 66, Shell, Circle K, Love’s Travel Stops & Country Stores, Speedway and more.
Dive Insight:
Upside’s platform compares people’s purchase histories with local stores in its database to find new customers or those who only shop at those stores occasionally. Its platform then generates cash-back promotions in its mobile app for those people through its machine-learning offer generation engine. Only 30% of gas stations in an area can participate in Upside’s program, according to the announcement.
The platform will help Chevron reach customers in these targeted areas who are not yet shopping with the retailer, Brennan Beatty, merchandising and operations manager for Chevron, said in the announcement.
“The addition of our stations will help us meet consumers digitally, where they are increasingly making purchases,” Beatty said.
Besides c-stores and gas stations, Upside also works with grocery stores and restaurants. Since launching in 2016, the company has grown to include 50,000 businesses in its network. Last October, it announced its user base had spiked by 270%, and the number of offers claimed increased by 280% compared to 2021.
San Ramon, California-based Chevron is one of the world’s largest oil companies. In the U.S., Chevron owns more than 1,000 ExtraMile Convenience Stores through a joint venture with Jacksons Food Stores.
