Circle K Adds More Than 4,000 Stores to Upside Platform

Digital marketplace provides fuel, in-store incentives
Circle K
Photograph: Shutterstock

Convenience-store chain Circle K has renewed its partnership with digital marketplace Upside for fuel-related offers at more than 5,200 locations. Upside is also introducing cash-back opportunities for c-store merchandise at the retailer’s more than 4,000 locations across the United States, the company said.

  • Alimentation Couche-Tard is No. 2 on CSP’2023 Top 202 list of convenience-store chains by store count.

Upside uses personalized promotions to incentivize new customers to visit gas stations on the platform and infrequent customers to visit more often, the Washington, D.C.-based company said. With its c-store feature, Upside presents c-store offers that drive increased pump-to-store conversion, trip frequency and basket size, it said.

“Circle K is constantly looking for ways to introduce its brand to new customers,” said Matthew Solly, head of global fuels and car wash category management at Circle K. “Thanks to our collaboration with Upside, we’re engaging with consumers whom we might not have otherwise reached. When Upside successfully brings these individuals to our locations, we have the opportunity to transform them into devoted and loyal customers.”

Results from Upsides c-store product show that nearly 40% of users are new customers, Upside said.

“The retailers leading the market today know that a variety of digital tools are required to grow consumer wallet share,” stated Sam Berkovitz, vice president of account management for fuel and convenience stores at Upside. “Circle K serves as a prime example. They recognize that influencing consumer behavior needs to involve digital engagement alongside strong on-site execution, prompting them to adopt innovative strategies to outshine their competition.”

Upside’s mobile app and partner apps reach more than 30 million consumers and have helped its retailer partners generated more than $1 billion in incremental profit, it said. It is now working with more than 100,000 gas stations, c-stores, grocery stores and restaurants in all 50 states and Washington, D.C.

Laval, Quebec-based Alimentation Couche-Tard’s 24-country network includes more than 7,100 c-stores in the United States, primarily under the Circle K and Holiday Stationstores banners.

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