Murphy USA

A store modeled for convenience

Challenge

Building on the success of Murphy USA, we partnered on the development of a new Murphy USA prototype store design for both large and small format convenience stores.

Strategy

Working side by side with Murphy USA and their design partner, the store was repositioned with a customer experience that is enticing, engaging and memorable resulting in Murphy USA being “top of mind” with consumers for all their gasoline and convenience store needs. Detailed financial modeling around department allocation based on growth and profitability resulted in a new, more open store layout with clear pathways to purchase. Exterior architectural elements were also designed to elevate the position of the Murphy USA brand.

Result

The new design has been implemented in over 130 locations in three years.