Home  › Media › Mobile
murphyusa

Murphy USA: 44% of Check-Ins Have Been New Customers

  |  October 15, 2010   |  Comments

Gas station chain is testing a rewards program on Whrrl's 'Societies' platform.

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.

ClickZ Live Chicago Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!

ABOUT THE AUTHOR

Christopher Heine

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.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

Resources

Jobs

    • Executive Assistant
      Executive Assistant (Agora Inc. ) - BaltimoreAgora Inc., an international publishing company, located in the Mt. Vernon district of Baltimore, MD...
    • Paid Search Specialist
      Paid Search Specialist (Boathouse, Inc.) - Waltham  Boathouse is looking for a Paid Search Specialist to work as a part of the Digital Acquisition...
    • Paid Search / Search Engine Marketing (SEM, PPC) Specialist
      Paid Search / Search Engine Marketing (SEM, PPC) Specialist (HeBS Digital) - New YorkJOB TITLE:     Paid Search / Search Engine Marketing...