Clearwater, Fla., Sept. 9, 2026 – In the era of loyalty apps, retail media, social commerce and increasingly sophisticated digital advertising, GSP Retail reminds convenience retailers of something remarkably old-fashioned: Signs still matter.

GSP will bring that message to NACS 2026, October 4–7 at the Las Vegas Convention Center, where the company will showcase its tech-supported retail marketing capabilities at Booth C5966.

While digital marketing has transformed the path to purchase, it hasn’t eliminated the most important moment in that journey: the moment a shopper stands in front of the product.

For convenience retailers, the opportunity is especially significant. NACS research shows that 30% of fuel customers also go inside the store, creating a critical transition from the forecourt to the in-store shopping experience. Once inside, shoppers encounter the shelves, coolers, displays and signs that can turn a planned purchase into a larger one. Plus, it’s likely that a sign converted the fuel customer into a shopper.

“We have more ways than ever to reach shoppers before they enter a store,” said Margaret Sotrop, Executive Vice President of Retail Growth at GSP. “But when the shopper walks through the door, the phone goes in the pocket. Then the product, the shelf and the message make the sale. That’s where merchandising still matters.”

Digital and physical marketing work together. Promotions discovered through social media create awareness. Loyalty apps deliver personalized offers. Out-of-home advertisements put brands on the shoppers’ radar. But when shoppers enter stores, POP provides the physical connection between the marketing messages and the products.

The result is a marketing ecosystem in which the sign at the shelf closes lots of deals.

GSP’s expertise makes POP smarter than the signs of the past. The company combines data, creative, technology, with sustainable production and distribution processes to deliver the right message, to the right store, in the right format and at the right time, every time.

“The challenge isn’t whether retailers have enough marketing channels,” said Margaret Sotrop. “It’s making all those channels work together at the moment of truth. But at the shelf, the sign must close the sale. Signs matter. Especially in the aisle. Especially at decision time.”

At NACS 2026, GSP will show how technology, data and automation can make that “old-fashioned” sign more relevant, more targeted and more effective than ever.

Visit GSP Retail at Booth C5966, October 4–7, at the Las Vegas Convention Center.