Even in the deserts of southern Nevada, something green is still growing. Local c-store chain Green Valley Grocery has been making major progress expanding their brand across the region. Originally founded in 1978, the franchise now has over 80 storefronts right where they first sprouted. But while they may be evolving, GVG continues to be known for high-quality service and commitment to the Las Vegas community. The company’s recent customer-focused achievements include the introduction of a mobile app, enhanced food service, and a highly successful CGI ad campaign using the DFS Anthem UX® platform.
Since Amanda Yaw first stepped into her role as marketing director at Green Valley Grocery, she has been eager to innovate, especially with technology that can improve the customer experience. So, when the opportunity to partner with DFS on a fun new promotional medium came up, the decision was a no-brainer. Utilizing the full digital billboard effect at sites with Anthem UX®-equipped Wayne Ovation® fuel dispensers, Yaw and her colleagues were able to implement an A/B test of a DFS-designed 3D CGI (computer generated imagery) promotion for M&Ms. The test ran at ten different GVG sites for several months over last summer, and the results spoke for themselves.
At the sites that ran the CGI ad alongside the store’s discount, Green Valley Grocery saw a 23% increase in M&M sales. While the effect was exceptional, especially compared to static pump toppers and standard fuel advertising methods, it was easy for Yaw to understand why. “With the sound effects and the visuals, it was really satisfying, so I can see how there could be some good, positive customer response to this… [DFS’] creative department did a wonderful job putting it together,” she said.
What struck Yaw the most was not just the improvement in sales, but the ease and speed of updating promotions at the pump with DX Promote® - the digital media solution housed within Anthem UX® platform that allows for customization of ads and unique day-parting - compared to traditional fuel advertising. “Having this digital technology available, you’re able to do real-time updates with your promotion, so if there’s an event happening next weekend, I’m not going to have time to do any print. But [with DX Promote®] … we can get something up and running, almost that day, within the hour,” said Yaw. This flexibility makes advertising not just time-efficient, but cost-effective by avoiding additional print and delivery expenses.
On top of the cost benefits, time savings, ease of use, and enhanced capabilities, Yaw also noted anecdotally that digital promotion was offering shoppers better engagement. “This was a 3D effect that took over the entire screen of the pump, so it was captivating. You couldn’t help but notice it and you wanted to engage because it was fun and exciting… Here’s something that is going to make you a little happier,” said Yaw. For these reasons, the partnership with DFS and creative use of Anthem UX® platforms interactive touchscreen was an overwhelming success for Green Valley Grocery. Through the platform, GVG was able to deliver an exciting experience for their community while streamlining their own processes, reducing print costs, and increasing sales.
“It was a really exciting platform and program to be a part of.”
