Chevron Corp. Partners With Upside at 300 Locations

Brand expects to gain customers digitally
Chevron and Upside
Photograph courtesy of Chevron, Upside

Chevron Corp. has partnered with loyalty technology provider Upside and added 300 gas stations in California to Upside to help the stations attract new customers through the app.

“Upside’s digital marketplace helps Chevron reach consumers who are not shopping with us today,” said Brennan Beatty, merchandising and operations at Chevron, San Ramon, California. “The addition of our stations will help us meet consumers digitally, where they are increasingly making purchases.”

After identifying new and infrequent customers based on historical spend on site, Washington-based Upside aims to change customer behavior through its machine-learning generation engine, which it developed with in-market research and analyzing consumer behavior through hundreds of millions of transactions, according to the company.

The loyalty company draws exclusivity zones around stations that prevent competing fuel stations from joining Upside, a spokesperson said. When customers open the app, they see the participating station, but not others in the area. This approach gives participating retailers a better shot at drawing traffic to their sites, but it also blocks consumers from seeing all the fuel stations in an area. Consumers using the free app to find a nearby fuel station pay full price at the pump but earn cash back in their Upside accounts.

“By helping consumers get more value on everyday purchases, Upside encourages new consumers to visit participating locations and existing consumers to visit more often,” said Kevin Hart, senior vice president of fuel at Upside. “We’re thrilled to help bring more customers on property to a quality brand like Chevron.”

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