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GasBuddy Finds Personalization Puts Gears In Drive https://ift.tt/2Xv9WaH
The Challenge Use first-party data to engage and retain users of GasBuddy's mobile app, which allows them to find the best gas prices in their area and save on every gallon of gas they pump. The Execution The brand uses personalization, affiliate marketing, location data and other channels. It offers a debit card that saves users five cents a gallon. It affiliates with brands like SiriusXM, where users can earn a percentage on purchases. GasBuddy's Car Profile feature allows for the inference of tank size and segmentation of offers through personalization. Emails to customers show how much they could save in a year, which looks a lot more significant than just on a per gallon basis. As for offers tied to SiriusXM, GasBuddy knows to send the offer only to cars that are no older than the 2014 models, which are more likely to have the equipment to enable SiriusXM radio. A feature in the app, called Drives, allows users to get fuel efficiency reports and GasBuddy offers tips to improve driving habits. By aggregating market data, the brand can tell users how many people in their area are more or less efficient than they are, becoming a kind of competition, with the goal to see improvements. GasBuddy can also target high-mileage drivers and send offers appropriate for users who spend a lot of time in the car. If/when users pay for gas with the GasBuddy pay card, transactional data goes back to GasBuddy, which can then be used to personalize up-sells. Location data provides the brand with the ability to send geo-triggered mobile messaging when events like hurricanes occur. The app can tell users whether stations have fuel or power in the case of evacuation. It can also tell users when gas prices are about to spike so they can fill up before that happens. The Results
Key Takeaways Use personalization to gain first-party data. Provide information for free to earn goodwill from users. Partner with other brands to offer your users deals on services they can use. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH June 27, 2019 at 07:46AM
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