Murphy USA gobbled up a stunning 6.5 million participants for its loyalty program in one month’s time upon the program’s launch in March 2019. More than 1 million customers downloaded the app and filled out all of the required information to join the program.

The El Dorado, Ark.-based chain used the data from these customers to gain valuable insights into their behavior. For instance, the company learned that 20% of the chain’s tobacco customers did not purchase fuel along with tobacco. Murphy used the data gathered as a result of the loyalty program’s rollout to improve its business.