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The Reid Group, which is the parent company of Crosby’s Convenience Stores in Buffalo, NY, has an extraordinary situation. As they approached their centenary of being in business, they realized it was time to update their brand.

With 100 years of serving Buffalo residents, there’s a lot to celebrate, and what better way to do it than renovating stores with a new brand experience. They chose GSP’s Retail Environments team to develop an update of the brand and create a system for deployment in stores.

GSP studied Crosby’s brand attributes, floorplans and a 3D survey of the legacy location. They made recommendations for wayfinding, and created a cohesive brand experience that bridges the old brand and to the new brand. GSP also created a branded food service program. The tagline “100 Years of Smiles” was created for the branding statement. AccuStore integrated a price display module into the drive-thru’s digital display. A sales lift of 11 percent has been reported for the first store.

Drive thru
Digital drive thru

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.