Store-Specific Fulfillment Lowers Marketing Costs by Over 30%


The Client

Founded in 1971, Thorntons is one of the leading independent gasoline and convenience chain retailers in the US. Headquartered in Louisville, Kentucky, Thorntons operates over 170 gasoline and convenience stores, car washes and travel plazas in five states: Kentucky, Illinois, Indiana, Ohio, Tennessee and Florida.

The Challenge

Thorntons wanted to reduce the cost of their in-store marketing program. Their stores were receiving too many signs due to their POP provider’s inability to tailor kits to each store’s needs. Stores also often received the wrong signs in their POP kits, forcing them to request costly second shipments to correct errors. Thorntons wanted to eliminate this waste and simplify execution for their store managers by ensuring they received the right materials. Thorntons also wanted to ensure that their store profiles remained accurate without bothering employees with spreadsheet requests or calls from the head office.

The Solution

Thorntons hired GSP to manage their POP program, using GSP’s Site Intelligence and POP Management technologies to make their POP kits 100% store specific. GSP conducted onsite surveys at all 170 sites, collecting the required sign, architectural and fixture data to tailor programs to each store’s needs. AccuStore’s Store-specific Fulfillment technology enabled Thornton’s marketing team to generate store-specific POP by marrying category managers’ promotional needs with the needs of each individual store. The result was a 33% reduction in POP spending: stores no longer received elements they could not use and kits reflected exact architectural and merchandise needs of their sites.