Digital Ranking Profile: Murphy USA (June 2019)

EL DORADO, Ark. — Murphy USA has vaulted 22 slots through Stuzo’s digital ranking system since the release of its new loyalty app. The chain’s Mobile Commerce score increased by 1.41, bringing it to the top 25 in that category.

“We congratulate Murphy USA for the national rollout of its Murphy USA Drive Rewards (MDR) program,” said Sandra Sydlik, marketing manager for Stuzo. “According to Murphy USA President and CEO Andrew Clyde, MDR has more than 6.5 million consumers participating and more than 1 million app downloads that led to full conversion into active program members.” 

• Click here to see Stuzo’s complete online ranking.

The ranking covers 100 c-store chains, measuring each chain’s digital presence, including mobile commerce, connected car, website and social media. Each company is ranked on a points-based system with a score of zero to five for each metric. Each metric is calculated using four more specific metrics. While this article examines the details behind the Murphy USA ranking, it is meant more as a profile than an attempt to compare it to competitors.

Click through for more on Murphy USA’s spot in Stuzo’s c-store digital ranking and information on the brand’s digital capabilities …

App Performance: 4.2

Mobile Payment: 0

Loyalty Program: 3.2

Mobile Ordering: 0

Murphy USA's mobile app includes the Murphy Drive Rewards program, app-only deals and a store locator. The Murphy Drive Rewards program earns consumers one point for every dollar spent on gas purchases or two points for every dollar spent on qualified in-store purchases. Consumers can redeem points to receive up to $1 off per gallon or free snacks.

Murphy USA has an opportunity to add mobile pay in-store and pay-at-pump capabilities to its mobile app, Sydlik said. Offering mobile payment capabilities would make the overall store and app experience even more convenient for Murphy USA consumers by reducing friction and adding new ways to deliver value and utility via a seamless mobile transactions.

UX/UI: 5

Loyalty Program Promotion: 2.67

Personalization: 2.5

App Promotion: 3

Ordering: 0

The Murphy USA website provides information about its various discount cards, such as fleet cards and Murphy USA Visa cards. The website also provides consumers with the option to view their fleet account or gift card balance. Stuzo found that Murphy USA effectively advertises its mobile app and Murphy USA Rewards program right on its homepage. To sign up for the rewards program or to download the mobile app, consumers must navigate to the Murphy USA Rewards page. Merging the Murphy USA Rewards page and Murphy USA’s main page would improve the consumer experience and make the website easier to navigate, Sydlik said.

Brand Responsiveness: 1.5

Frequency of Posts: 1

Creativity of Content: 2

Level of Engagement: 2

Murphy USA is active on Facebook and Twitter and posts sporadically about its Murphy USA Rewards program and mobile app. Its Facebook page receives the most engagement from its consumers, getting upward of 100 likes on each post. Sydlik said Murphy USA could improve its social media performance by posting more fun and engaging content about items such as ongoing deals, store openings and product additions. Murphy USA could also post more frequently to increase consumer engagement and following.

Murphy USA did not score in the metric of Connected Car, although this score is not unusual for c-store chains on Stuzo’s list. The metric is largely focused on the future. Stuzo predicts chains will put more resources into such initiatives as the industry evolves.

The connected-car metric measures the chain’s use of a car’s “infotainment” system on the dashboard, which will become more common as the capabilities of car platforms expand further.

El Dorado, Ark.-based Murphy USA is No. 5 in CSP's 2019 Top 202 ranking of convenience-store chains by number of company-owned retail outlets.