Murphy USA - Murphy Drive Rewards
Challenge
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.
Solution
Launch, Learn, Optimize 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. 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.
Results
2.6 M enrolled memebrs
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