Murphy USA Sees the Signs

Published in CSP Daily News

Retail giant gets a sign makeover at more than 500 sites

By  Mitch Morrison, Vice President & Group Editor

EL DORADO, Ark. -- Murphy USA, the refiner-marketer best known for running fuel stations at hundreds of Walmart and Sam's Club sites across the South, has completed a three-year sign replacement project.

The operator of more than 1,000 sites, including the larger Murphy Express format, tapped its vendor partner Skyline Products Electronic Price Displays to replace the retailer's older electronic canopy price signs at more than 500 sites with Skyline's electronic scroll sign.

Four years ago, Murphy was featured on the cover of CSP magazine, in which the company cited its relationship with Skyline as a key component to its intricate pricing strategy at the pump centered not just on penny profits but on capturing an extra one-tenth of a cent per gallon. The seemingly diminutive figure may sound trivial at first glance, but the strategy was projected to yield more than $3 million in additional profit in 2008.

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"We are very pleased to strengthen our partnership with Murphy USA by providing them with the latest scrolling price sign technology," Skyline president and CEO Chip Stadjuhar said. "They have been a tremendous partner over the years and we are thrilled that they regard Skyline's electronic price signs as the most reliable, durable signs for all of their locations."

Murphy USA is a longtime Skyline customer; using the vendor's sign products for the past 12 years. In addition to the canopy sign replacements, Skyline has worked closely with Murphy to design and manufacture monument and high-rise gas price signs to suit the configuration needs and municipal code mandates of each specific site.

The signs tie into Murphy's point-of-sale (POS) system, which allows Murphy officials to change prices across its network from either headquarters or remotely.

Skyline Products, baseed in Colorado Springs, Colo., is a leading manufacturer and developer of electronic price displays and price management software for the petroleum marketing industry. Products include scroll and LED electronic gas price signs, automated fuel price management software, LED, rotary drum and scrolling film dynamic message signs and sign control software.

Murphy Oil USA Inc. operates more than 1,100 retail gas stations under the Murphy USA and Murphy Express brand across 23 states. Murphy Oil Corp., El Dorado, Ark., is the parent company of Murphy USA.

By Mitch Morrison, Vice President & Group Editor
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