PLEASANT PRAIRIE, Wis. -- Open Pantry Food Marts of Wisconsin Inc., a convenience store retailer supplying 26 stores throughout Milwaukee and Madison, Wis.along with GSP Marketing Technologies Inc. (GSP), a leader in strategic marketing at the point of purchasehas launched the Rainforest Alliance coffee campaign. The campaign promotes the new coffee blend that is farmed without harming the rainforests by leveraging a unique in-store experience developed by GSP.
As Open Pantry added to its coffee family, it wanted to promote the holistic approach it was taking. Clearwater, [image-nocss] Fla.-based GSP stepped in and designed a rainforest habitat to incorporate the rainforest look and feel into each store. The coffee area was transformed to be a rainforest complete with jungle-themed designs, steam from a fog machine and a motion triggered lightning display as people approached the area. Other areas of the store, especially the outside pump area, were affixed with the graphics and frogs all inviting the consumer to the newly transformed area.
"GSP helped us create a very unique experience for our customers, which generated new buzz within our market space and has led to a great sales increase," said Jim Fiene, chief operating officer of Open Pantry.
The theme not only created excitement in an interactive environment for customers, it also promoted the free water with a coffee campaign. The overall campaign is estimated at increasing coffee unit sales by 18% this past year.
"The cherry on top of the whole thing," said Fiene, "is we create and interaction between the consumer and the employee, which is the best thing you can do in a convenience store. GSP was a great partner on this project and I look forward to solving the next retailing challenge with them."
The Rainforest Alliance works to conserve biodiversity and ensure sustainable livelihoods by transforming land-use practices, business practices and consumer behavior.
Pleasant Prairie, Wis.-based Open Pantry operates a chain of 28 c-stores throughout the state of Wisconsin while servicing 20 dealers. Its sites sell more than 50 million gallons of CITGO and BP fuel annually and have annual sales of more than $130 million.
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