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Light 'Em Up - Darkness Blocks Conversion Rates

FEBRUARY 8, 2024 BY MARGARET SOTROP – We’ve just begun our content roundup for our next 3000 Mile Store Walk. That’s a project where we go into stores of all types and look at innovations, trends and bright ideas. We discuss concepts internally, and then we share our observations with our clients and customer service team. It’s a lot of fun and it challenges us to see what the shoppers see, and yes, we walk the lots in the dark.

One thing to remember about “when it’s dark out,” is that it happens before 5 p.m. during some of the year in many parts of the USA and Canada. Darkness creates an obstacle for the pump-to-store conversion.

A properly lit canopy and store front will certainly encourage shoppers to stop and fuel up. When windows aren’t cluttered, shoppers’ view from the pumps into the store includes a line of site to the associates. This reassures shoppers.

One work-around is to install drive-up windows, which is not as easy to do. Many convenience stores have figured out that BIG wayfinding can be seen from the outside of the store. That seems like a good idea, too.

If you haven’t experienced your stores at night, you should. You’ll be surprised at what you’ll see.

Our Brand Story

GSP started as a printing company in1978. We found our niche supplying in-store signage for convenience stores when retailers guessed quantities they needed. This led to overage, waste and expense. To solve this, we developed software to guarantee on-time delivery of “the right size sign, to the right store, every time.”

In 2014, we started AccuStore with a dedicated team. As software helped drive our growth, we realized that new printing and fulfillment sites near customers could drive business and improve sustainability. We acquired companies that fit GSP’s technical excellence and superior customer service models.

First was Great Big Pictures in Madison, WI in 2015. They lead the field in large format printing and visual merchandising for iconic fashion retailers. Their standards for customer service include award-winning sustainability programs, and expertise to bolster retail environments services.

In 2020, GSP acquired Custom Color in Lenexa, KS. The company supplies printed graphics to leading retailers. Custom Color’s stellar quality in fabric printing also aligns with GSP’s values.

GSP provides branding and marketing services with a focus on site-specific execution to help transform our customers’ growth strategies into store-level success. We design retail environments to engage shoppers and provide superior customer experiences. AccuStore powers our retail marketing, execution and digital display technologies and ensures stores get only what they need. GSP is a forward-thinking company that’s here to serve retailers now, with a focus on their future.

GSP delivers graphics and digital marketing to over 75,000 retail locations. Our experts provide retail branding and marketing services, focused on site-specific execution. Our methods ensure stores get only the POP they need, at the lowest cost. Our Retail Environments team creates and deploys amazing, in-store shopping experiences.