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Kwik Trip adding in-store digital signs

Kwik Trip, the La Crosse-based convenience store company, has announced a plan to add eight to 12 digital advertising screens to the inside of all of its more than 600 stores.

Kwik Trip will soon have digital screens inside all of their stores as a way to better advertise products to customers. 

The interior messaging system will include eight to 12 screens strategically placed near roller grills, beer coolers, registers and beverage bars. According to a release from Federal Heath Sign Company in Euless, Texas, which has been awarded the contract for the project, the signs will change throughout the day and include different messages based on their location within each store. 

"It's a significant project that will positively impact all of our stores across Wisconsin, Minnesota and Iowa," said Mark Meisner, Kwik Trip's director of marketing.

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The goal is to have the digital signs in the company's more than 600 stores by fall 2019, with 50 stores each month getting the upgrade beginning this fall. Meisner told CSP Magazine, a convenience store trade publication, that the signage will brighten up stores, provide a more modern look and eliminate the need to swap out print signs at different times of the day and for daily specials.

"If we can take advantage of the digital display, it will change the way we merchandise our products and allow us to localize our stores down to the granular level," Meisner told CSP.

Kwik Trip, based in La Crosse, has been rapidly adding stores and upgrading others. In July 2017, the company announced it was purchasing 34 stores from Middleton-based PDQ. Since October, Kwik Trip has been converting the PDQs into Kwik Trips, projects that have included expanding the foot print of some stores and, in the case of the store at Monona Drive and Broadway in Monona, building a larger store to replace what had been a small PDQ store.

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