Forty-four percent of the Whrrl users who have checked in at Murphy USA had never before given the company's gas stations any business, according to new research by the brand. The El Dorado, AR-based company - which has more than 1,000 gas stations near locations of its retail partner, Wal-Mart - has been testing a rewards program on Whrrl's location-based "Societies" platform for the last three months.
"Since the only other place where people can learn about Murphy's Societies program is the signage around the gas pumps, it appears that a lot of them who are checking in first learned about it from their friends through Facebook and Twitter feeds," said John Kim, VP of products for Whrrl's Seattle-based parent company Pelago. "They must be seeing, 'Hey, I'm at Murphy's!' when they are on those sites."
Murphy USA recently e-mailed a survey to everyone who has checked in at its locations, and, according to Kim, is excited enough about the findings to release a slew of data at next month's ad:tech marketing conference. He gave ClickZ a sneak peak.
Two other interesting data-points Kim shared: People who checked in were 3X more likely to visit Murphy USA more than once a week compared to its average customers. ("Average customer" visits frequency was based on the company's more general customer survey data.) And 85 percent of the check-ins surveyed said they chose Murphy USA over a nearby competitor.
Meanwhile, the gas stations brand has been rewarding Whrrl users who check in with a bevy of prizes - most notably giving one daily winner a digital coupon for $50 in free gas.
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Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
March 19, 2014