A Winning Forecourt Communication Strategy

How to use digital signage to drive customer traffic.

August 11, 2022

This article is brought to you by Abierto.

ABLogo.pngALEXANDRIA, Va.—Converting customers from the forecourt to the inside of the store, especially first-time customers, is critical to a c-store retailer’s brand-building strategy. Proper digital signage that tells a story is how convenience store retailers can get that forecourt-only customer to become an inside-the-store loyalist.

“Digital signage is used as a subtle cue to get people to act,” said Rick Sales, president of Abierto, a digital and engagement solutions company. “Retailers need a partner who understands the power of digital messaging. That’s where we come in.”

Sales says that partnering with a digital signage expert like Abierto allows retailers to be strategic about how they reach their customer, so they can create a sticky brand relationship. Efficient content delivery, considered advertisements, bold, beautiful messaging and hardware curation are all critical elements to a successful signage strategy.

“Fancy screens are not enough,” said Sales. “You need a partner that knows what they’re doing and cares. One who will enhance your team’s ability to create and proliferate a top-notch brand experience for your customers.”

Pennsylvania-based Rutter’s is a client of Abierto and utilizes OPEN.LED digital signage at its stores to tell their brand story and get people in the door.

“In my mindset, digital is the way of the future, and it’s the way of the now,” said Chris Hartman, senior director of fuels, forecourt, advertising and construction at Rutter’s, on a recent NACS Convenience Matters podcast episode. “Having digital signage helps fix some of the labor issues you’d have putting up signs, removing signs, forgetting to remove signs or forgetting to put up signs … It makes it easier to quickly adjust your message.”

Many retailers expend significant effort in building a compelling brand, creating delicious food and beverage programs, and tying it all together with a beautiful store. Digital signage, when executed correctly, allows retailers to directly court customers into that carefully crafted experience.

“There’s a lot of benefits to [digital signage], and again, [it’s about] building that story, that brand, that thought within a person,” says Hartman.

What’s the bottom line? Every c-store retailer strives to be more than their 2-for-1 candy special. Digital signage is the right tool to convince customers to come into the store and let you prove it to them. 

This is the second installment of a two-part NACS Daily series on how proper digital signage can bolster your brand. Learn more about Abierto.