Case Study: Murphy USA


Murphy USA revenue is significantly impacted by sales of age-restricted products such as tobacco and alcohol. We sought to design a program to measure compliance with federal, state, and local ID verification requirements. Ensuring sage distribution of restricted products is critical to maintaining safe communities and avoiding penalties from federal, state and local authorities.


  • Ensure all sites are regularly visited (monthly, bi-monthly or quarterly) to constantly monitor adherence to compliance requirements.


  • Ensure all associates are requesting and reviewing ID for all restricted product purchase attempts, and denying sales when ID is not presented.
  • Evaluate associate service to customers and upset efforts.


  • Ensure all sites are properly maintained, safe and clean.


Compliance Measurement:
Regularly scheduled anonymous site visits by individuals ages 18-28 to test compliance adherence under various scenarios (When requested, shopper either presented ID, told associate ID was left in car, or told associate ID was not available)


Actionable Analytics:
Custom reporting and data analytics including key drivers, customer experience mapping and sales linkage analysis.

Real-Time Reporting:
Murphy USA uses Second To None’s robust cloud-based console to access data, reports and priorities in real-time, allowing managers and associates on the front line to strengthen compliance, improve customer satisfaction and loyalty, and drive revenue.


Implementation of an ongoing compliance tracking program that covers all sites nationwide. Each site is visited multiple ties per year, some as often as once per week, to ensure consistent focus on compliance and adherence to federal, state and local laws. Several hundred site visits are completed monthly, with results delivered in real-time via a secure data reporting portal.


Compliance success is tracked and monitored on a daily basis so any issues that arise can be quickly addressed and corrected, and those maintaining strong compliance can be rewarded for their ongoing efforts. The initial program shopped all sites monthly and had a penalty program attached, resulting in a compliance staying in the high 8-%s. Once the program was downsized to very few monthly or weekly shops with no penalty and no incentive program, compliance dropped down to the low 60%s.
  • The Second To None team understands our program inside out, they find the key stories in the data, are always attentive to our needs and regularly go above and beyond to assist us.

    A. M. Customer Experience Manager | Murphy USA

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