This Terrible's Loyalty Partnership Has an Upside

Retailer adding more stores to cash-back program
terrible's upside
Logos/Terrible's, Upside

Terrible’s is partnering with Upside to add 84 of its convenience stores to the loyalty program provider’s digital marketplace. This partnership will help Terrible’s access a broader audience and incentivize new and occasional customers to choose its locations over competing options, the companies said.

“At Terrible’s, we continually seek out innovative avenues to introduce our brand to new consumers and enhance brand loyalty among our current customers,” said Sam Zanini, vice president of revenue management, data analytics and financial planning and snalysis at Terrible’s. “We’re excited to collaborate with Upside to offer cash-back incentives that serve the interests of our prospective and existing customers and measurably contribute to our business.”

Upside connects millions of drivers with gas stations and convenience stores nearby. The company analyzes historical customer data to create personalized offers for customers that profitably increase cross-shop transactions, from the pump to the c-store. These personalized offers are delivered to consumers through the Upside mobile app and its network of partner apps.

“A defining feature that sets Upside apart is that we deliver proven incremental sales to gas stations and c-stores by filling their excess capacity with new, profitable transactions,” said David Poulnot, vice president of sales, fuel and convenience at Upside. “We’re excited to help Terrible’s boost their brand loyalty and drive more consumers to their fuel sites in a way that’s measurable and proven.”

Since its launch in 2016, Upside has grown to work with more than 100,000 nationwide gas stations, c-stores, grocery stores and restaurants, the compamy said. To date, Upside has delivered more than one billion in incremental profit to its retailers on its digital platform, it said.

Only 30% of stations in a given area are eligible to participate in the program, Upside said.

Upside is a marketplace that connects consumers with brick-and-mortar retailers through personalized offers. It uses artificial intelligence (AI)-driven personalization technology to enhance purchasing power.

Terrible Herbst Oil Co., also known as Terrible’s, is a privately held company based in Paradise, Nevada. The company began in 1959 and now operates approximately180 convenience stores and gas stations and more than 80 car washes in Nevada, California, Utah and Arizona.

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