Murphy's USA is testing a new rewards program with Whrrl, a location-based service that enables consumers to earn points leading to a wide variety of prizes -- possibly even a digital coupon for $50 in free gas -- when they check in at the chain's roughly 1,100 stations. According to a press release, Whrrl is "a social loyalty program designed to close the gap between a brand's online social media presence and real-world physical presence. Whrrl Society Rewards is the first program to tie together word-of-mouth influence and real-world visits, rewarding people for motivating others to visit a business."
A ClickZ article on the test questioned whether Whrrl would be a hit at Murphy's, which operates over 1000 gas/c-store outlets in 21 states, many of which are connected to Wal-Mart stores.
John Kim, VP of product management and marketing for Pelago, the parent company of Whrrl, said, "We've found a lot initial success with moms. And that demographic is actually one that shops at the Targets and the Wal-Marts of the world. So it's not really a stretch for us to go after this segment, because it's very relevant to the community that we already have."
Among the freebies that Whrrl users can win include $1 coupons handed out daily as well as free soft drink and snack offers.
Mr. Kim told ClickZ, "When you put out something as simple as, 'Hey, this is your chance to check-in and win $50 of free gas,' it doesn't matter who you are talking to. They understand there's a value proposition here, and it's going to be very clear to them. It's not about social media. It's not about 'sharing out.'"
Whrrl says it is different than other programs on four counts: being prize-based; being viral, offering incentives based on factors beyond just transactions; and providing retailers and brands with the ability to set up their own societies to attract like-minded consumers.
"Traditional loyalty programs can create the wrong expectations with customers, because discounts based on transactions don't always lead to a deeper relationship," Casey Petersen, social media marketing manager for Murphy USA, said in a press release. "We love our customers not only for their business, but positive word-of-mouth and influence on others to try Murphy USA gas. Whrrl's Society Rewards program is the perfect way to reward them for their loyalty."
Discussion Questions: What are your thoughts on the Murphy USA rewards program test? What do you think the future of loyalty programs will look like?