Dive Brief:
- Convenience retailer Kum & Go is expanding its partnership with Upside to offer in-store deals at 203 locations, according to an emailed press release.
- The two companies began their partnership last November, bringing the retail tech company’s personalized cash-back offers to around half of Kum & Go’s c-stores.
- This comes about a week after Kum & Go launched its new mobile app and loyalty platform, underscoring the retailer’s push to engage customers around its rewards programs.
Dive Insight:
Kum & Go has seen a significant boost in fuel gallons sold since adding cash back offers via Upside. That success has led to the two companies introducing more offers, attempting to lure customers past the pump and into the store.
“We’ve seen incredible customer growth and retention through our fuel cash back partnership with Upside,” said Kristin Jarabek, vice president of category management at Kum & Go. “The addition of convenience store cash back offerings through Upside is an extension of the added value we aim to provide our customers across Kum & Go locations.”
Kum & Go joined other heavy hitters like Casey’s General Stores, Circle K, Stinker Stores and Parkland in revamping its digital presence in recent months. From increasing personalization to adding new security features, retailers are working to boost loyalty enrollment and get the visits and data associated with it.
Even if retailers aren’t making app updates in-house, there are external options to consider. In addition to Upside and its cash-back offers, some companies, like Yesway, have also partnered with loyalty provider Stuzo to use its wallet-steering technology, which incentivizes customers to shift where they make regular purchases.
Whichever route they take, the ultimate purpose of loyalty and rewards programs is to give customers an extra reason to visit that specific store.
“If you have a slight incentive to go here versus [another store], that can really steer a lot of dollars,” Matt Sargent, director of strategy analytics for Sargent Up North and a former director of loyalty analytics for CPG consultancy Big Chalk, said in a previous interview.
Kum & Go, which agreed earlier this year to merge with Salt Lake City-based Maverik, runs more than 400 stores in 13 states and employs more than 5,000 people.
