A Loyalty Program that Drives Incremental Revenue for Everyday Low Cost Retailer, Murphy USA

Murphy USA’s “Murphy Drive Rewards” program, one of the most successful customer loyalty programs in the Convenience and Fuel Retail industry, which has scaled to over 10.6 million members and counting, is powered by Stuzo’s Open Commerce Activate product.

Murphy USA's

In 2017, Murphy USA (“Murphy”) saw an opportunity to further capitalize on their growing success by launching a personalized customer appreciation program that would create incremental value for Murphy’s business, customers, and corporate vendor partners.

Murphy created its first-ever customer appreciation program, entitled Murphy Drive Rewards (“MDR”) in partnership with Stuzo and its Open Commerce Activate product.

Stuzo’s Solution

Launch, Learn,

Murphy utilized a crawl, walk, run approach to program rollout. Initially launched in 2017 to a small group of pilot stores, Murphy invested in learning early and often. As the program grew, Murphy collected customer feedback and data was acquired into the Open Commerce Activate platform. The program went through several iterative optimizations and was launched nationwide to all Murphy stores in early 2019.

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Activate as Master Customer Activation Platform

Activate acts as the source of truth for MDR member data, including activation channels, age verification, and targeting, and is the single point of activation for customer data within the MDR program.

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Program Results

Industry Leading Activation

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Transaction Growth

Growth in Fuel Visits per Month

Member Retention

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Member Participation Per Store

Incremental Outcomes*

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We are seeing early signs of behavior change, including more frequent trips, more gallons purchased, and higher merchandise sales. The future performance potential of MDR is limited only by our imagination and our ability to successfully appeal to our different customer segments.”


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