New digital signs at Kwik Stop locations in Nebraska and Colorado have improved the convenience stores’ curb appeal, the company said.
Kwik Stop convenience stores recently installed new LED 4-by-6-foot outdoor digital signs from Danville, Illinois-based supplier Watchfire at c-stores in Nebraska and Colorado.
“We’ve gotten a lot of compliments on how they look,” Sean O’Neill, director of business development and the son of the owners of Kwik Stop, told CSP Daily News. The digital signs, based on cloud-based technology, have brought a crisper, more modern look to the stores.
“It looks like we care about the appearance,” O’Neill said. “It enhances the curb appeal.”
The exterior digital signs, which sit below the illuminated gas-price signage on large displays meant to be seen from the road, also allow the locations to test different messages. “We’ll throw something out there and we appreciate feedback from everybody,” including customers and the store managers. “It’s fun. You can do different stuff. You can change it,” he said.
The messages aren’t necessarily created to boost product sales, though many do promote special offers, such as “Red Bull 2 for $5.” Others generate community support for local sports teams and events.
Previously, the retailer aimed to change the marketing messages on its signs monthly. Now it strives to put up new offers or greetings weekly, he said. The signs use Ignite OPx software, which allows for updates in real time.
While Kwik Stop’s director of merchandising manages the digital end, with stores in 27 locations, it relies on information from local store managers, O’Neill said. “She’s in charge of all the specials and promotions each month. We do lean on the store managers to let us know what’s going on in their communities,” he said. “We just tell them, you have more of a pulse of what’s going on in this community than we do.”
Kwik Stop installed the first digital Watchfire signs in October 2021 and they became operational in January 2022, O’Neill said. Today, 23 locations have installed them, with five more to be installed by Memorial Day. A new store under construction in North Platte will use the digital signs from the start.
The new signs haven’t affected the company’s advertising. “We haven’t cut back on other types of marketing. We still do a little bit of television. I don’t know if it’s more effective. We still believe we need to advertise,” O’Neill said.
The company’s main goal in installing the new signage was to improve the locations’ appearance, not to measure impressions against sales and profits. “It’s not a measurable form of data,” O’Neill said.
Kwik Stop is a privately held company with locations in Nebraska and Colorado. All locations offer fuel 24 hours a day. Some Kwik Stop locations offer fresh deli food, pizza and franchised food operations.