Growing customer base and profits

Kelly Express Mart, a single-site dealer in Detroit, Michigan, saw costs rising and wanted to grow their customer base to increase profits and offset those rising costs.  They defined success as attracting new customers, while also incentivizing existing customers to make more in-store purchases.

Attracting new customers and driving behavioral change

In June 2019, Kelly's Fuel Mart partnered with Upside to gain access to Upside’s large customer base and behavior-changing promotions, profitably providing customers with more value both at the pump and in the c-store.

To attract new customers, Upside: 

• Identified the consumers that were buying fuel from nearby competitors but had never transacted with the retailer  
• Drove those transactions to Kelly's Fuel Mart 

• Exposing those customers to the retailer’s loyalty program 

To drive behavior change among existing or “regular” customers, Upside 

• Identified Kelly's Fuel Mart’s “regular” customers and how much they were buying
• Increased the visit frequency and total spend those customers made with the retailer