Dive Brief:
- Convenience store chain Weigel’s Stores has signed on with retail service provider GSP to update its point-of-purchase (POP) marketing, according to an emailed press release.
- The new agreement will provide the chain’s 73 locations with store-specific marketing materials and management.
- GSP’s POP plans uses store-specific fulfillment software to send the exact promotional and marketing items that each store needs to each location.
Dive Insight:
By tapping GSP, Weigel’s said it aims to save money by only creating and sending the marketing materials any individual stores need.
That means not printing extra materials that may be thrown out by stores that don’t need them, as well as cutting fuel costs by transporting less and shipping fewer replacements. GSP is also a G7 printer, helping the materials look consistent across a campaign.
When BP-owned c-store chain Thorntons began working with GSP last year, it cut its POP marketing spending by a third.
“Weigel’s has built a giant reputation for customer responsiveness and service in their stores, especially in the dairy category where the company has its roots,” said Kevin Farley, chief operations officer at GSP. “We’re pleased that GSP can help them find new opportunities to share their voice with their shoppers.”
In addition to marketing services and products, GSP also offers full store remodels as well as store intelligence technology to help companies better target their growth plans. GSP has worked with a number of c-store chains, including Pilot, Mapco, Circle K and Tom Thumb.
Based in Powell, Tennessee, Weigel’s began with a dairy farm more than 90 years ago. Its 73 stores all operate within 120 miles of its headquarters in Tennessee. The company also owns a bakery and a dairy.
