How Murphy USA is using Upside to win trips from competitors

Murphy USA is a leading fuel and convenience retailer that serves an estimated two million customers across 27 states every single day. Headquartered in Arkansas, the retailer operates more than 1,800 stores across three different brands: Murphy USA, Murphy Express, and QuickChek.

Like all fuel retailers, Murphy USA is facing an incredibly competitive and saturated market. The battle for every refueling trip or after-work snack is intense, and any edge over the competition helps.

That’s why Murphy USA partners with Upside. The personalized promotions in Upside’s digital marketplace influence consumers to skip trips to the competition and visit the retailer’s stations and c-stores more often.

Don Williams is the VP of operations for Murphy USA’s QuickChek stations, and the way he sees it, Upside gives him a leg up on the competitors.

“Everyone is fighting over share,” he said. “Everyone is fighting over the consumer right now. But with Upside, I can sleep a little bit easier at night.”

Today, Upside is responsible for about 2.5% of Murphy USA’s total volume across its entire network, an “astronomical” number according to Williams. And he sees the potential for that to rise to about 5% in the coming years.

Hear more from Don by watching the video above.