Home  › Marketing › Local
murphyusa

Ad:tech: Geo-Social Attracts Customers for Major Gas Retailer

  |  November 3, 2010   |  Comments

Murphy USA says 44 percent of Whrrl check-ins have been brand-new customers who spend more than average patrons.

murphyusaNew York-- Murphy USA and Whrrl are releasing statistics at the Ad:tech digital marketing conference this afternoon that suggest geo-social creates new customers. The companies agreed to let ClickZ News review performance data prior to their presentation, which derives from a survey of Whrrl users checking in at Murphy USA's national chain of gas stations during the last 15 weeks. The most surprising data-point: 44 percent had never before given the company's gas stations any business.

Customers are averaging $30 total spend for each visit, which Murphy USA says is twice the industry average. Fifty-six percent of those surveyed said they are more likely to increase purchase due to the geo-social program, while 72 percent said they were more likely to recommend the brand to friends and family.

A trio of other interesting statistics: people who checked in were three times 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.) Eighty-five percent of the check-ins surveyed said they chose Murphy USA over a nearby competitor. And 57 percent stated that Whrrl made their visits to the gas stations more fun.

People who checked in were e-mailed a survey to fuel the research, John Kim, VP of products for Whrrl's Seattle-based parent company Pelago, recently told ClickZ. He pointed to the possibility that his company's program was virally creating brand-new customers for the gas stations.

"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," he said. "They must be seeing, 'Hey, I'm at Murphy's!' when they are on those sites."

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. The El Dorado, AR-based Murphy USA has more than 1,000 gas stations near locations of its retail partner, Wal-Mart.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

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 the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Jobs

    • Tier 1 Support Specialist
      Tier 1 Support Specialist (Agora Inc.) - BaltimoreThis position requires a highly motivated and multifaceted individual to contribute to and be...
    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...