Kum & Go Chooses New POP Marketing Partner

WEST DES MOINES, Iowa -- Kum & Go LC inked a deal with GSP for point-of-purchase (POP) management services and software-management solutions for its more than 420 convenience stores.

"We are excited to have GSP as our new POP marketing partner," said Megan Elfers, Kum & Go's vice president of marketing and communications. "GSP's ability to manage complex POP programs efficiently and their convenience retail expertise made them the ideal choice. We are anxious to fully leverage their capabilities in design and data management in the future."

GSP's POP Program Management services include production (print, fabrication and fulfillment services), local account support and inventory management. POPManager, GSP's proprietary order management software, generates store-specific packing slips that detail each store's required package contents for a site-specific kit with no overage. GSP also delivers every sign kit with a 100-percent site-specific sign placement guide, generated by its store-level execution tool, POPRender.

"It is an honor to work with a retail leader like Kum & Go," said Geoff Neuhoff, GSP's CEO. "We are confident that our POPManager technology will assist them in making their growth plans a store-level reality, by eliminating waste and by enabling their team to target marketing efforts to the individual needs of each store."

Falling in line with Kum & Go's focus on environmentally friendly convenience stores, POPManager provides a 25- to 30-percent reduction in waste by using store profiles to print only what is needed at each store.

West Des Moines-based Kum & Go LC operates more than 420 stores in 11 states. It is the fifth-largest privately held, company-operated convenience store chain in the United States.

Clearwater, Fla.-based GSP delivers original merchandising solutions, product campaigns and category reimaging projects that are tailored to each retailer's needs.