Technology/Services

Kum & Go Partners With Upside

App technology will help drive consumers into stores, companies say
Kum & Go pole sign
Photograph: Shutterstock

DES MOINES, Iowa & WASHINGTON, D.C. — Kum & Go is bringing Upside's consumer technology approach to driving store traffic to more than 200 of its convenience stores. Upside identifies nearby users, driving them to participating locations through its mobile app and encouraging them to transact using personalized cash-back offers.

“Kum & Go is always looking for innovative ways to improve our customer experience,” said Brad Petersen, director of retail fuels at Kum & Go. “We’re looking forward to this new partnership with Upside. [It] will allow us to better serve our customers in a way that is measurably beneficial for our business.”

After identifying new or infrequent customers based on historical spend on-site, Upside changes customer behavior through its mobile outreach approach. The app's machine-learning offer-generation engine was developed using years of in-market research analyzing consumer behavior through hundreds of millions of transactions, the company said. The result is personalized offers that create a win-win for both customers and retailers.

“By helping consumers get more value, Upside encourages new consumers to visit participating locations and existing consumers to visit more often,” said Kevin Hart, Upside’s senior vice president of fuel. “We’re thrilled to help Kum & Go provide more value to their customers now when they need it most.”

Des Moines, Iowa-based Kum & Go has 409 c-stores in Iowa, Nebraska, Arkansas, Colorado, Minnesota, Missouri, Montana, North Dakota, Oklahoma, South Dakota and Wyoming.

Washington, D.C.-based Upside is a retail technology company on a mission to help communities thrive. Since its launch in 2016, Upside has grown to work with more than 50,000 nationwide gas stations, c-stores, grocery stores and restaurants. More than 30 million users have access to the platform.

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