The Situation

From 1996 – 2016, Murphy had a strong partnership with Walmart and enjoyed significant success with its low pricing and WalMart-centric real estate strategy. However, in 2016 that relationship ended, and Murphy began expanding to full-format stores away from Walmart properties. Without the foot traffic from Walmart, we needed to figure out a way to establish relationships with new customers as well as re-engage customers who previously visited Walmart.

The Challenge

Consumers have many options when choosing a fuel provider and many are not loyal to the same store unless it provides a specific value for them. Murphy USA challenged us to not only bring their brand to parity with other fuel providers, but to gain captaincy of the category through the creation of a best-in-class loyalty program to drive customer retention.

Goals

  • Develop a rewards program that generates offers and rewards based on behaviors (trip frequency, transaction volume, etc.), and not solely focused on manufacturer’s coupons/discounts
  • Encourage strategic conversions within customer segments to make fuel customers start buying merchandise and get merchandise customers to start purchasing fuel.

Building the Program from the Ground Up

The Solution

Not only did we create an engaging loyalty program (Murphy DRIVE Rewards), we created a companion application for iOS and Android that set the bar for loyalty app quality and content within the fuel provider category. The application allows members to assess current point balances, as well as earn non-transactional behavior bonuses for their engagement with various components that help Murphy USA to further segment each audience member through advanced behavior analysis metrics.

The app also allows members to claim personalized offers and rewards based on their location, preferred store, and trip frequency.

Dynamic Rewards & Functionality

iOS & Android App

Multi-Channel Communications

Additional Marketing Collateral

Results

The Murphy DRIVE Rewards program launched in two pilot markets (Dallas- Forth Worth and Tennessee) on 6/1/18.

  • Within the first 48 hours we exceeded Murphy’s desired KPI of 20k registrants, eventually gaining over 760k registrants within two months post-launch
  • 175k of the 760k registrants have completed their profiles (changing their status from “registrant” to “member”)
  • These members are responsible for almost 173k redemptions, indicating that the personalized offers and rewards are driving conversions