Are You Getting Gaslighted by Your Gas App?
Are We Learning to Shop Through Apps or Are Apps Learning Us?
Ah, summer road trips. You've got the snacks packed, the playlist queued up, and the windows down to soak in the scenery. But with gas prices on a wild ride, that excitement can quickly become anxiety for those still rocking combustion engines (myself included!).
Enter the Upside app, promising to be your knight in shining armor against these high prices. But before you hit the download button, let's peel back the hood of this app and see if the engine runs as smoothly as they advertise.
Eye-catching discounts? Look closer.
At first, Upside seemed like a great way to save on gas and other necessary purchases, especially since I found it through Chime, my highly effective, superbly designed, thoughtful, trusted banking app.
However, after using it for a few weeks, I'm worried about its overall effectiveness. The app's deals disappear quickly, and chasing after them can lead to detours and potentially negate any gas savings with the extra miles driven.
Let's delve deeper into Upside's operation and explore ways to avoid being lured by empty promises.
The Allure of the Discount:
Upside lures users in with deep introductory discounts. Who wouldn't be tempted by a 30-cent saving per gallon?
This initial "wow factor" gets you to download the app, link your payment method, and start pumping.
This creates a dependence on the app for what feels like significant savings upfront…only to deliver minimal benefits in the long run.
The Bait and Switch:
But here's the catch: those significant discounts often have a short shelf life. Upside's initial discounts are enticing, but they seem to function like a bait-and-switch. After a promotional period, the savings shrank dramatically, often dropping to just a few cents per gallon.
The Disappearing Deal:
Another deceptive tactic is the vanishing gas station. You open the app, ready to score a discount at your local station—the one you went to before the app, the one that is most convenient to you, the one you visited several times with the app to score the up-front promotional deals—only to find it mysteriously missing from the list when needed. Never mind the limited selection of stations and restaurants you have never heard of.
The Illusion of Savings:
Witness the untold riches of "princess9555" and countless other totally real, definitely-not-bots who've struck gold! Just believe in the magic of Upside and those anonymous testimonials – what could go wrong?
Upside promises a world of savings, but there's a hidden cost – a potential shift in how we make purchasing decisions. Here's how Upside might be conditioning both businesses and consumers in ways that could have unintended consequences.
App Dependence: Upside thrives on making users reliant on their app to find deals. This creates a situation where:
Discovery Becomes App-Driven: Instead of exploring options organically, we depend on the app to tell us where the best deals are. This limits our options and potentially hinders brand discovery for businesses outside the Upside network.
Limited Choices: Upside only partners with a few businesses in each category. This creates the illusion that the best deals are only available through these partnered businesses. It downplays the possibility of finding equally good or better deals elsewhere.
Discount Dependency: With constant discounts thrown at users, Upside subtly creates a "discount = value" association. Consumers might start to perceive brands as inherently cheap solely based on their association with the app. This could devalue the brand image of businesses that rely on Upside for customer acquisition.
The Groupon Effect:
This isn't the first time an app has promised a win-win for businesses and consumers. Remember Groupon? While it initially boomed, both sides eventually felt the sting:
Businesses: Groupon's deep discounts often resulted in razor-thin margins for businesses. Additionally, the influx of "deal seekers" wasn't always the kind of clientele businesses wanted to cultivate long-term.
Consumers: Over time, the quality of Groupon deals diminished. Consumers grew tired of chasing discounts and felt the initial excitement wear off.
The Long Game:
Upside might offer a temporary solution for businesses looking to attract new customers. However, businesses should consider the potential downsides:
Short-Term Focus: Upside might be fostering a culture of chasing fleeting discounts rather than building brand loyalty.
Devalued Brand Image: Constant association with discounts could cheapen a brand's image in the long run.
What Can We Do?
Consumers: Don't be afraid to shop around! Explore options beyond the Upside app and seek businesses offering value beyond discounts. For example, look at the great discounts that BP offers if you get their BP card, which, for gas, is much more generous and consistent than anything you would get from Upside.
Businesses: Focus on building long-term customer relationships and brand loyalty rather than relying solely on discount-driven marketing strategies.
Upside might seem like a convenient way to save money, but it's vital to be aware of its potential to alter both consumer behavior and brand perception. Striking a balance between promoting deals and fostering genuine value is critical to building a sustainable relationship between businesses and consumers. Let's not forget the lessons learned from the Groupon era: a race to the bottom in pricing isn't always the best strategy for long-term success.
Upsides of Upside (pun intended):
Potentially Lower Gas Prices: Upside can connect you with gas stations offering cash back or discounts.
Downsides of Upside:
Wasted Gas and Detours: Chasing deals can lead you on longer trips, potentially negating the gas savings.
Fleeting Deals: Discounts might disappear quickly, requiring constant app checks and potentially more driving.
Convenience Factor: Going out of your way for gas might not be worth the time or hassle.
Here are some things to consider:
Opportunity Cost: Factor in the time spent driving to discounted stations vs. nearby options.
Trip Planning: If you have a specific route, see if Upside discounts align with your existing gas needs.
Discount Threshold: Set a minimum worthwhile discount to avoid excessive detours.
Alternatives to Upside:
Gas Station Apps: Some gas station chains have their apps with loyalty programs and discounts (like BP’s above)
Wholesaler Clubs: Memberships at warehouse clubs like Costco may offer lower gas prices.
Gas Price Comparison Apps: Tools like Waze or GasBuddy can show prices at nearby gas stations.
Ultimately, Upside can be a helpful tool, but it's essential to be strategic to avoid wasted gas and detours. Consider your driving habits and weigh the potential savings against the extra effort.