AccuStore® Lowers Marketing Costs by Over 30%
Founded in 1971, Thorntons is one of the leading independent gasoline and convenience chain retailers in the US. Headquartered in Louisville, Kentucky, Thorntons operates over 170 gasoline and convenience stores, car washes and travel plazas in five states: Kentucky, Illinois, Indiana, Ohio, Tennessee and Florida.
The client had three requests: 1) help simplify in-store marketing execution, 2) help reduce marketing costs due to errors in judgment and 3) help ensure the accuracy of their store intelligence. They wanted to give the stores more time to focus on helping customers rather than worrying about if they received the right size signage for a POP campaign or trying to update and circulate spreadsheets for the head office.
AccuStore® was able to solve all three challenges by implementing a site intelligence platform and POP management technology. Onsite surveys at all stores gave us the data on signs, architectural details and fixtures. With this data securely stored and available for the head office to share, the stores were free to focus on customers. Marketing was also able to generate store-specific POP that married the category manager’s promotional needs with the needs of each store. The result: 33% reduction in POP spending, accurate printing and signs that reflect the merchandise offerings of each store.