Yesway Taps GSP for Marketing

Strategies include store-specific kits
convenience store marketing
Photograph: Shutterstock

FORT WORTH, Texas — Yesway has selected GSP for retail marketing services, including store profile management and point-of-purchase (POP) design and production services, for 408 Yesway and Allsup’s convenience stores in nine states.

This partnership brings two technology-focused companies together. Yesway uses data-driven decision-making processes, combined with its field expertise, to grow its stores. GSP offers a cloud-based retail intelligence platform that supports the retail marketing process, from building and maintaining store profiles to determining accurate distributions for in-store marketing campaigns.

GSP will provide store-specific kits directly to Yesway and Allsup’s stores from GSP’s production and fulfillment facilities. GSP’s just-in-time fulfillment system will allow Yesway and Allsup’s associates to receive the correct signage and POP kits on time, each month, at the correct times for proper installation.

“During our 44 years, GSP has harnessed the power of technology to better serve our customers,” said Craig Neuhoff, vice president of business development for Clearwater, Fla.-based GSP. “The Yesway and Allsup’s company centers their operations around a technology focused structure. In many ways, it’s an e-partnership.”

“GSP’s data-driven approach to retail marketing fits in well with our strategic perspective of reducing inefficiencies in our marketing operations said,” Darrin Samaha, vice president of marketing at Fort Worth, Texas-based Yesway “We’re building a portfolio of stores substantially and quickly, and this requires knowing our stores and knowing our numbers.”

Yesway has been renovating its Allsup’s and Yesway stores at a furious pace. The new stores undergo vibrant community-centered grand-reopenings with concerts, special promotions with vendors, localized philanthropic outreach, and in many stores, the introduction of Allsup’s deep-fried burrito. GSP has started supplying Yesway and Allsup’s grand reopenings with special event-focused kits.

GSP provides retail solutions designed to drive traffic, reduce costs and enhance customer experience. GSP delivers store-specific in-store marketing programs to more than 70,000 retail locations from its four G7 print and fulfillment facilities throughout the United States. GSP also offers turnkey design, manufacturing and installation for full-scale store remodels and decor refreshes. GSP’s design team supports retail environments, visual merchandising, photography and graphics. Additionally, GSP’s AccuStore store intelligence technology maintains a single source of accurate site data to help retailers target their growth initiatives to the specific needs of each store. Founded in 1978 and based in Clearwater, Fla., GSP’s companies include Great Big Pictures and Custom Color, which supply graphics, visual merchandising and retail execution to consumer and retail brands throughout the United States.

Owned by BW Gas & Convenience Holdings and an affiliate of Beverly, Mass.-based real-estate and private-equity investment and asset management company Brookwood Financial Partners, Yesway is a multi-branded platform that acquires, transforms and enhances portfolios of convenience stores by leveraging expertise in real estate and technology and by implementing data-driven decision making. Its portfolio consists of more than 400 convenience stores in Texas, New Mexico, South Dakota, Iowa, Kansas, Missouri, Wyoming, Oklahoma and Nebraska under both the Yesway and Allsup’s c-store brands.

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