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February 16, 2023 by Steven Cohen – On the 3000 Mile Store Walk, which is our survey of convenience store marketing, we walk each store from the outside in. We walk the store just like the shoppers walk the stores, from each zone at the street, to the pumps and into the store. It’s all about the customer journey. 

In-store marketing requires time to get each customer’s attention and for them to understand the offer. One of the best practices we see all the time is the way Wawa positions their promotions from the outside in. They do it with strong photography, great graphics, simple headlines and no price point.  

And when you walk a Wawa c-store, you see an impact at the street, at the pumps, at the front of the store, into the store at the decompression zone, and right up to the destination where one orders the sandwich. It’s promoted as “Cheesy, Melty, Toasty.” On a recent store walk, I think I saw the “Cheesy, Melty, Toasty” message about 10 times before I got to the order counter. 

It’s to the point. It makes sense. Repetition Counts. 

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.