Irving Oil Dresses Up Its BLUEcanoe Stores

PORTSMOUTH, N.H. -- Irving Oil Corp. signed a deal with Clearwater, Fla.-based GSP Marketing Technologies Inc., a provider of point-of-purchase marketing solutions for the convenience retail industry, to provide custom graphics standards manuals and printed POP advertising to Irving's BLUEcanoe convenience stores.

The Graphics Standards Manual is intended to help establish brand identity for the new BLUEcanoe concept, allowing for store-level communication to be implemented consistently and uniformly at each BLUEcanoe location.

“The heart and soul of most marketing endeavors in our industry, regardless of the size and scope, are lost in translation between the corporate office and the store,” said Andrew Daggett, merchandise manager for Irving Oil. “The Graphics Standards Manual gives our facility managers an easy-to-use tool at store level to execute our permanent point-of-purchase programs as intended. The manual contributes to solid alignment between our marketing team and our operations people and gives us the consistency from store to store that is so important to us from a brand building perspective.”

GSP specializes in helping c-store marketers to increase store sales by tailoring point-of-purchase programs to the specific needs of each retail location. With tools such as POPManager, a Web-based point-of-purchase management tool, and POPRender, the first software application to generate 100 percent store-specific P-O-P placement guides, the company said it enables c-store marketers to run highly sophisticated P-O-P programs that remain under budget and free of store-level execution issues.

“Irving Oil has been one of our most exciting clients to work with, having made extensive use of our Retail Branding Services as well as our POPAssetManager solution,” said Jessica Smith, GSP account executive. “Having this manual available not only assists Irving with placement of our P-O-P, but also creates greater brand awareness for Irving, as each of its stores exhibits a consistent display of corporate branding. We are excited to be working with a retailer as committed as Irving is to a powerful retail brand and flawless store-level execution.”

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