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

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

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.

Related Articles

Five ad tech upstarts to keep an eye on

AI Five ad tech upstarts to keep an eye on

3w Al Roberts
The State of Media Transformation

Digital Transformation The State of Media Transformation

4w Chris Camps
5G: The next great media disruption

Media 5G: The next great media disruption

4w Luke Richards
How brands can integrate live video into their marketing strategy

Content Marketing How brands can integrate live video into their marketing strategy

4m Rebecca Sentance
Facebook goes after clickbait headlines - five tips to maintain reach

Content Marketing Facebook goes after clickbait headlines - five tips to maintain reach

5m Tereza Litsa
How brand advertisers are fighting ad fraud

Blockchain How brand advertisers are fighting ad fraud

2m Al Roberts
How QVC is managing to survive and thrive in the Amazon era

Ecommerce How QVC is managing to survive and thrive in the Amazon era

4m Al Roberts
What is intelligent content, and how can it future-proof your content marketing?

Content Marketing What is intelligent content, and how can it future-proof your content marketing?

4m Rebecca Sentance