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Location Case Study: Murphy USA checks into Whrrl to drive retail growth through mobile activation


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What’s more boring than gasoline? Most people wouldn’t think about brand loyalty around a gas station, or much less pumping gas to be fun – but in the case of Murphy USA, their customers have become their biggest fans, spreading the word about them virally through Facebook, Twitter and Whrrl.

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Location Case Study: Murphy USA checks into Whrrl to drive retail growth through mobile activation

  1. 1. Leveraging Social Loyalty to Reinvent A Brand Case Study PRESENTERS: John Kim , VP of Products, Pelago Casey Petersen , Social Media Manager, Murphy USA
  2. 2. Who is Murphy USA? Only The Fastest Growing Gasoline Chain in the Nation . . .
  3. 3. Whrrl mission: Increase the possibility of adventure in your daily life
  4. 4. How? Societies: Social Graph 2.0 <ul><li>A Community, Not a Badge </li></ul><ul><ul><li>Based on shared interests, passions and tastes </li></ul></ul><ul><ul><li>Suggested based on physical world patterns, social graph and Whrrl Activity </li></ul></ul><ul><li>Game Mechanics </li></ul><ul><ul><li>Designed so the best recommenders and recommendations are showcased </li></ul></ul><ul><li>Rewards </li></ul><ul><ul><li>Reward users for checking in and inspiring others with their content </li></ul></ul><ul><li>Unprecedented Relevance </li></ul><ul><ul><li>Whrrl supercharges the discovery with proprietary algorithms </li></ul></ul>
  5. 5. The Problem: Drive Social Loyalty to Murphy USA Brand <ul><li>Context: </li></ul><ul><li>Could Murphy use location based social mobile to reinvent the brand? </li></ul><ul><ul><li>Can Murphy USA help you have more fun? </li></ul></ul><ul><ul><li>Can Murphy USA help you be more social? </li></ul></ul><ul><li>Competitors leveraging expensive traditional loyalty program based purely on transactions. </li></ul><ul><li>Opportunity: </li></ul><ul><li>Could we invent a new location based social loyalty program to: </li></ul><ul><ul><li>Built on prizes </li></ul></ul><ul><ul><ul><li>Reduce management and balance sheet implications </li></ul></ul></ul><ul><ul><ul><li>Involve suppliers </li></ul></ul></ul><ul><ul><li>Drive community </li></ul></ul><ul><ul><li>Activate customers in the real-world </li></ul></ul><ul><ul><li>Drive virality </li></ul></ul><ul><li>Phases: </li></ul><ul><li>Phase 1: Build business proof </li></ul><ul><li>Phase 2: Build scale </li></ul>
  6. 6. Whrrl Society Rewards Launched on July 1st A Free Tank of Gas A Free Tank of Gas
  7. 7. Loyalty and Virality Drive Society Levels More Loyalty & Influence Trend- setter Maven VIP Insider Rookie
  8. 8. Activation at the Pump
  9. 9. Whrrl Driving Trial 44% Of Society Members had never been to Murphy USA before program
  10. 10. Whrrl Driving Consideration 85% Of Society members choose Murphy USA over another gas retailer because of Whrrl program
  11. 11. Whrrl Driving Retention Visits/Customers/Month 4+ Customers using Whrrl 2 Industry Average <ul><li>Whrrl Society Members are 3X More likely to visit more than once per week vs average customer. </li></ul><ul><li>Nearly 50% visit 6+ times per month </li></ul>
  12. 12. Whrrl Impacting Net Promoter Score Likeliness to Recommend 72% Of customers using Whrrl are more likely to recommend Murphy USA because of program.
  13. 13. Whrrl Driving Wallet Average Transaction Amount/Visit $30+ Customers using Whrrl $15 Industry Average <ul><li>56% of Society members are more likely to increase purchase due to the program </li></ul>
  14. 14. Whrrl Climbing the Influence Ladder Most influential channels by rank
  15. 15. Brand Impact Murphy USA helps me more social % of people who responded 8+
  16. 16. Brand Impact Murphy USA helps me have more fun % of people who responded 8+
  17. 17. Phase 2: Pouring More Gasoline on Results Movie Promotion with Warner Brothers Multi-Vendor Supported Prizes Community Development through Collective Bias
  18. 18. Have Fun! <Insert Murphy USA video>
  19. 19. Top 3 Lessons Learned <ul><li>Align goals of the business and the LBS service. </li></ul><ul><li>Building proof should first goal. Scale second. </li></ul><ul><li>Use LBS to highlight real people at your physical business in your broader social media efforts. </li></ul>
  20. 20. Questions? @jkimlosangeles - John Kim, VP of Products at Whrrl @thatgeekcasey - Casey Petersen, Social Media Manager at Murphy USA