Are your programs performing? Seeing past expected fuel volume fluctuations

This Upside study explores what it takes to determine the impact of your current loyalty program.

May 6, 2022
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Are your programs performing? Seeing past expected fuel volume fluctuations
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Are your programs performing? Seeing past expected fuel volume fluctuations

Competitive fuel retailers participate in a variety of programs to capture new customers, retain customers once they come on-site, and grow wallet share with existing customers.

What kind of programs? 

  • Loyalty programs allow retailers to extend promotions to existing customers, encouraging retention.
  • Digital offerings like last-mile delivery, mobile pay, and contactless ordering push consumers to your profit centers and create a seamless experience that keeps them coming back once they’re on-site.
  • Navigation apps like Google Maps and Waze show customers real-time pricing and route them to the lowest priced stations.
  • Upside provides personalized promotions to consumers, driving them to transact at participating stations.

All of these programs can drive value, but attributing business performance to a specific program can be hard because fuel volume at every site fluctuates so widely on a daily or monthly basis. That’s just the nature of the market. 

The 30,000 fuel retailers we work with nationwide tell us that it can be difficult to “feel” and clearly discern how each of these programs impact their top or bottom-line results. 

So we launched a study to learn more about what it takes to determine the impact of your program. 

Why it is difficult to determine a program’s impact 

Daily volume fluctuations make it difficult to identify the impact of the programs you run today.

In our report, we give you visual depictions of how the natural, expected fluctuations in volume make it difficult to determine irregular activity with your business – positive or negative.  And how they make it difficult to isolate the impact of any one of your programs on site performance.  

The volume that is needed to make a material impact 

Any program worth investing in needs to deliver results beyond the expected volume fluctuations to prove its impact on your business

You’ll see in our report that once a program begins to deliver transaction numbers above a certain threshold – beyond the site’s expected volume fluctuations – the impact becomes obvious. That’s how retailers really see and feel the incremental impact on their business.

Unfortunately most programs cannot provide information about the specific gallons they drive, so the impact to your business is unclear. Which programs are those? We answer that in the report. 

How Upside performance compares with the rest of the market  

In a study of 24 commission agent stations located in Washington, D.C., we look at their participation on Upside and how their results compare against the rest of the market. We’ve found what it takes to deliver new, incremental volume to your sites to drive clear, measurable performance versus your competitors.

Download the full report to learn:  

  • Why it is difficult to determine a program’s impact 
     
  • The volume that is needed to make a material impact
  • How this performance compares with the rest of the market 
Are your programs performing? Seeing past expected fuel volume fluctuations

The Upside Team

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The Upside team is made up of data scientists and industry experts who are passionate about delivering empowering content to our readers. With a focus on providing practical insights and meaningful perspectives, we create engaging materials across a wide range of topics. From exploring industry trends and offering expert analysis to sharing useful tips and inspiring ideas, our team works diligently to provide you with the information you need to thrive.

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