Canadian Convenient Store Brands Put Digital Signage in 25 Locations


Couche-Tard is a Canadian multinational operator of convenience stores. The company has 15,000 stores across Canada, the United States, Europe, Mexico, Japan, China and Indonesia. The company operates its corporate stores mainly under the brands Couche-Tard, Mac’s, Circle K and On the Run. The mandate was to create a digital signage experience for 25 locations that demonstrates how we could enhance the customer experience and, consequently, uplift sales.

Nominating Company: Stingray Business, Boisbriand, Quebec, Canada
Venue: Couche-Tard, Laval, Quebec, Canada
Project: Couche-Tard Digital Signage Experience
Category: Retail Environments

We had multiple objectives to reach, so we implemented three different solutions to best meet their needs:

• Custom Storefront Window LED – 4 x 4 feet – 2.5 millimeters
An excellent way to attract the attention of customers at the gas pump, by announcing different promotions available in store.
• In-store menu board for coffee/pastries/food/snacks that draws people in by having prominent and attractive content as well as quickly educating the client about what’s available.
A flexible display that offers various menus for different parts of the day.
• LCD in the center of the store for beer promotions that entertains consumers as soon as they enter the store. The digital display aims to lure the consumer with beer and cold drink promotions.

One of the major issues in the project is a technical one, and it has to do with the fact that the environments are never the same, and we need to find different solutions for each location. One other challenge was to develop appealing content that could be sustainable in time and that could be changed frequently to follow the promotion’s schedule.

We had to visit every location to find different solutions for different problems (Power, Internet, players, etc), and we came up with different sizes and format for each channel to be sure to be flexible. As far as content is concerned, we came up with a template approach to give us flexibility and speed when changing the content. The idea was also to be consistent with our different channels and make sure to target the right audience in the right way.

For a convenient store, this is certainly a slick solution to meet the objectives we had to reach and talk to the client in different complementary ways. We found out that the mix of channels and their different locations in the store were bringing in more value than expected, and the client was more than happy with the result.

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