Revolutionizing In-store Marketing at Kwik Trip
A popular stop on highways in Wisconsin, Minnesota and Iowa, retailer Kwik Trip has completed 1,000 Philips digital signage installations at 700 sites.
The retailer which serves more than 8 million customers every week, commenced execution of its digital signage rollout strategy in 2018 as part of a store modernizing program, with the final installation recently completed in the city of La Crosse.
After working closely with PPDS (the licensor of Philips commercial AV solutions), the La Crosse store now includes a range of 11 attention-grabbing, feature-rich and highly reliable (less than 1pc fail rate), 43”, 49” and 55” Philips D-Line displays. For maximum visual impact these displays are strategically placed throughout the aisles to continually connect with customers.
Modern look / New opportunities
Providing an instant fresh look and feel to customers versus the previously manually manage signage and frequently disposed of printed posters used to market its products are now replaced with vibrant, colourful, ever-evolving and engaging live digital displays. Kwik Trip is now able to engage with its customers in a modern way and keep it current by being able to make quick and simple updates. By showcasing their hot food menu items at targeted times of the day, these displays are able to keep things relevant to customer needs.
Dedicated content management software allows all screens across the entire Kwik Trip estate to be controlled and managed entirely remotely from the company’s corporate headquarters, allowing material to be created and delivered to all, or selected, screens with one centralized action.
Kwik Trip reports it has recorded a significant increase in hot food sales as a result of vivid on-screen food photography, with visualisation helping customers to see how food appears under the wrappers. The use of digital signage has also provided Kwik Trip with the flexibility to quickly test new products, and messaging across all stores as ways of identifying new revenue streams.
Peace of mind / financial benefits
A ‘FailOver’ capability is designed to ensuring no screen ever goes blank and content is continually playing, so customers will always be alert and able to take advantage of the latest offers and promotions in store.
Displays have also provided Kwik Trip with substantial cost savings, estimated to be around $1.9 million, thanks to its built-in Android backed System on Chip (SoC) processing system, eliminating the need for pricey external media players.
Key factors in Kwik Trip’s decision to select the Philips D-Line product were the inclusion of SoC, which enables faster and more versatile management, as well as automatic updates to ensure apps stay up to date. Also, for peace of mind, displays come with an industry leading 3-year advance exchange warranty – entitling customers to a replacement device in the unlikely event of a fault that cannot be fixed remotely.
Mark Meisner, Director of Marketing and Advertising, Kwik Trip, comments: “The decision to go with PPDS came down to their System-on-Chip functionality, which led to significant cost savings over others. Also, a great (three year) warranty that helped us feel comfortable about the investment.”
Joe King, Vice President, PPDS, North America, adds: “Our focus has, and will always be, to provide our customers with the tools they need to be the very best that they can be.
“Working with Kwik Trip and their integration partners, we were able to fulfil their high demands with a solution designed specifically to meet their requirements and while providing them with an advanced, best in class solution, positioned them for maximum ROI and significant cost savings.
“We understand the competition in the digital signage market is high, and for us to continue to attract nationally recognised retailers like Kwik Trip speaks volumes about, not only our quality of products but our quality of service after the sale.”