“Maverik” is a large regional chain of 24/7 convenience stores and fuel stations operating more than 270 locations across 10 western U.S. states. Over the past 15 years the network has managed to build a strong associative brand identity in consumers’ minds.
The non‑standard approach of the Maverik retail operator and its fuel‑station network differs from competitors by a simple, clear positioning strategy. To illustrate—what’s the number‑one anti‑dandruff shampoo? Of course — Head & Shoulders. And what’s the most reliable car? Volvo. The marketers at Maverik adopted a similar strategy, which is hardly surprising.
This is explained by the fact that most of the network’s locations are geographically situated in the western U.S. mountainous regions. Tens of millions of tourists and nature lovers form the core of the target audience. Adventure seekers, outdoor sports and recreation enthusiasts know and choose this chain.
And to be even closer to its customers, the company even developed the unique slogan “Maverik — the first stop on the way to your adventures.” This was intended to convey the spirit of adventure.
What could be better to achieve this than Digital Signage solutions? Unsurprisingly, over the past few years the network has been scaling digital signage and digital menus across Maverik’s fuel stations and convenience stores.
In 2016, as part of updating the roadside café and fuel‑station format, Maverik opened its first location using Digital Signage solutions. Implementing a centralized content‑management system for digital menus and advertising monitors was the first stage of digital transformation. The effectiveness of traditional static posters like city‑lights or outdoor print ads — used for decades across the Maverik network — has become a thing of the past. They have been replaced by bright, dynamic and highly effective next‑generation digital signs and advertising monitors.
Using Digital Signage solutions, the brand aimed to showcase appetizing, attractive and purchase‑provoking advertising content with an emphasis on product eco‑friendliness — items grown in neighboring states. Tasty videos and dynamic digital content serve two important purposes at once: entertaining customers and showcasing new items and special offers, while also promoting Maverik’s loyalty program.
Digital menus were implemented using professional Samsung panels ranging from 40 to 55 inches and Revel TV software. To improve effectiveness, the company also installed additional monitors throughout the store.
Small 15‑inch monitors (tablet‑style) were placed at automotive product shelf locations. Window‑mounted high‑brightness display panels were also used at entrance points to attract customers’ attention at key interaction points from their very first steps on site. This channel is the network’s bet for boosting sales of special offers regularly available to loyalty‑card holders.
The implementation of a centralized management system provided the network with flexible remote control over audio/video content across all fuel stations and roadside stores.
