Giant Eagle partners with personalized promotional app
Giant Eagle Inc. customers have a new way to obtain rewards for select purchases.
The Pittsburgh-based regional food, fuel and pharmacy retailer, which enhanced its myPerks in-store targeted rewards program in January 2024, is now enabling its customers to utilize the Upside personalized promotional app.
Following a successful pilot, Giant Eagle is making the Upside app, which provides personalized cash back promotions, available at more than 180 Giant Eagle and Market District locations and more than 165 GetGo locations in Ohio, Indiana, Pennsylvania and Maryland.
The partnership makes Giant Eagle the first retailer on Upside's platform to provide cash back opportunities in three separate categories: grocery (Giant Eagle and Market District), fuel (GetGo) and convenience (GetGo).
This strategic partnership follows a successful initial pilot launched in September 2023. Since then, Giant Eagle has added sites to the pilot in waves to monitor performance and validate impact. According to Giant Eagle, nearly twice the users of Upside are now fueling up at GetGo and purchasing groceries at Giant Eagle, when they only shopped at one category or the other before the pilot.
Other results recorded by the grocer include:
- On the fuel side, Upside transactions have driven a 2.2x sales lift, compared to similar non-Upside customers.
- In grocery, Giant Eagle stores are using the platform to engage new and infrequent customers that are typically hard-to-reach, with 10% of Upside users entirely new to Giant Eagle and 40% infrequent Giant Eagle customers that are now coming in-store more often.
- More than half (56.4%) of the new/non-loyalty users that Upside brought in chose to join the myPerks rewards program during or after their first use of Upside.
"We’re continually looking for ways to meet new and existing customers where they are, which is why we’re excited to officially roll out this partnership with Upside," said Justin Weinstein, chief strategy & marketing officer at Giant Eagle Inc. "Upside allows our guests to earn cash back while shopping at our stores, including our GetGo convenience store locations. This benefit stacks on top of our myPerks loyalty program and is another way we’re executing on our promise to deliver value to our customers across all Giant Eagle brands."
"This partnership with Giant Eagle is an example of the ways we can influence a retailer’s profitability by helping them grow their customer base and increase adoption of their loyalty programs," said Tyler Renaghan, Upside VP of grocery.
Founded in 1931 and headquartered in Pittsburgh, Giant Eagle Inc. operates 480 stores under the Giant Eagle, Market District, and GetGo banners throughout western Pennsylvania, north central Ohio, northern West Virginia, Maryland and Indiana.