In the case study "GasBuddy: Fueling Its Digital Platform for Agility and Growth"...

How did GasBuddy approach getting in the payments market? Was their strategy successful or unsuccessful; describe how it was either successful or unsuccessful.

Answer:

Cumberland Farms is a family-owned and operated farm in Cumbe. Cumberland Farms got off to a great start with SmartPay, but it was limited to a single brand. Doyle believed that by developing a brand-neutral mobile payment app, he would be able to reach a wider audience and gain more information. GasBuddy believed it would be a good company to make a few cents for each gas fill-up charged to a credit card. Because collaborating with fuel stations to introduce its mobile app for payments proved difficult, GasBuddy chose to enter the payments market with a card-first strategy.

GasBuddy worked with WEX Inc, a payment method that was already accepted by 90% of fuel stations, to eliminate issues with mobile app payments. "Pay with GasBuddy" was introduced as a result of this agreement. Doyle's GasBuddy launch was a huge success. Within a month, GasBuddy's app has surpassed the top spot in Apple's App Store's travel apps category. That demonstrates how well GasBuddy's "Pay with GasBuddy" service was implemented.

Many customers liked "Pay with GasBuddy" because it offered incentive features called GasBack rewards. This reward system allows customers to earn points that may be used to get free drinks or food if a certain number of points are accumulated. Consumers were offered the opportunity to shop at retail establishments such as JCPenney with a GasBuddy discount thanks to partnerships with a number of firms, including Sears. This innovation increased the number of rewards and incentives available to GasBuddy App users, allowing for greater long-term success.