The Design That Keeps Murphy USA 'Top of Mind'
Firm details thinking behind its convenience store prototypes
Published in CSP Daily News
EL DORADO, Ark. -- Murphy USA, with more than 1,200 convenience stores in 23 states, recently selected Chute Gerdeman as a partner on the development of a new prototype store design.
The goal, the Columbus, Ohio, strategic brand and design firm explained in its blog The Gist, was to create an enticing, engaging and memorable customer experience--positioning Murphy USA "top of mind" with consumers for all their gasoline and convenience store needs. Key to the success of the new prototype is its ability to attract more customers into the store, build transaction size and increase overall store sales and profitability.
The brand expression needed to translate to two different types of Murphy USA stores--one a small-format store tied to Walmart locations and the other a larger Murphy Express layout.
To deliver the "wow" experience, the chosen concept focused on welcoming the customer to a fast, reliable cost-conscious encounter. The first step on the customer journey is the gas canopy--designed to be light and open, as well as to clearly highlight the price--a deciding factor for most gas buyers.
Speed was the No. 1 driver to an updated, inviting exterior design. The storefront conveys speed and convenience with an open entrance devoid of barriers. The store layout is open, inviting and uncluttered to convey simple and easy shopping. A more organized cashwrap and simplified messages reduce clutter and eliminate customer confusion and frustration.