App users get fuel efficiency reports and tips to increase it. By aggregating market data, the brand can tell users how many people in their area are more or less efficient
than they are. It becomes a kind of competition Sheedy said, with the goal to see improvements. GasBuddy can also target high-mileage drivers and offer additional discounts.
If/when users pay for
gas with the app, all the data goes back to GasBuddy, which can then personalize upsells. "Using that data, doing the math for them has been beneficial for us," she said.
Location data
provides the brand with the ability to send geo-triggered mobile messaging when events like hurricanes occur. The app can tell them whether stations have fuel or power in the case of evacuation. It
can also tell users when gas prices are bout to spike so they can fill up before that happens.
The results of these efforts, according to Sheedy, are that conversion to pay with the GasBuddy
app increased four times; there was a 50%-plus lift in email click rates with personalization; and there was massive growth in new users during times of need.
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video here, and see the rest of our Email Insider Summit Agenda page.