MAPCO Invests in Digital Signage

New locations getting in-store and forecourt promotional tools through GSP
Photograph courtesy of MAPCO

FRANKLIN, Tenn. — Retailer MAPCO is investing in digital signage for its new-to-industry convenience stores. The Franklin, Tenn.-based chain has partnered with GSP to provide equipment and manage digital sign content at the new stores as they come on-line.

This fall, GSP installed and is managing digital signage in new MAPCO locations in Alabama and Tennessee, with more to come. The partnership includes hardware, software to run the hardware over a network, content management and content production. MAPCO’s in-store requirements includes incorporation into the retail environment, and inclusion in the chain’s retail marketing and execution workflows.

“GSP not only delivered a new sign type to our stores, they engineered a solution for us that allows growth in our evolving initiatives,” said Jacquelynn Henderson, director of marketing at MAPCO.

Dual-facing digital displays serve customers in-store and on the forecourt, with messaging designed to drive sales and fill baskets.

Each unit uses state-of-the-art system on a chip, which allows marketing content to be controlled from MAPCO’s central marketing office. This allows store workers to focus on in-person customer service. It also improves in-store safety for employees by reducing ladder use for changing high-mounted point-of-purchase (POP) materials. Content for marketing messages can be fed into the system from a variety of sources, including the production process for printed POP.

MAPCO is known for its store designs, decor and an engaging customer-rewards program. GSP is the provider of a cloud-based retail intelligence platform, AccuStore, which supports the full retail marketing process, including digital content management. AccuStore is used to build and maintain store profiles and determine accurate distributions for in-store marketing campaigns.

“MAPCO is a growing retailer and implementing a scalable solution for their business model required extensive collaboration and cooperation to achieve the desired result,” said GSP Chief Technology Officer Craig Hoss.

Clearwater, Fla.-based GSP provides retail solutions that drive traffic, reduce costs and enhance customer experience, it said.

Operating in Tennessee, Alabama, Georgia, Arkansas, Kentucky and Mississippi, Franklin, Tenn.-based MAPCO also operates ML Energy Transportation LLC, a fuel logistics business comprised of 46 tankers, as well as a fuel wholesale and fleet group serving more than 125 accounts. MAPCO is a subsidiary of Santiago, Chile-based Compania de Petroleos de Chile (COPEC).

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