Stewart’s Shops Builds a Local-First Retail Media Network With Daktronics and Vengo

The Hometown C‑Store Building a Modern Retail Media Network

Stewart’s Shops has been part of Northeast communities for decades, known for fresh coffee, famous ice cream, and a genuine hometown feel. Behind the scenes, their marketing team is lean, hands‑on, and remarkably resourceful.

Melissa Kreider, Creative Director for Stewart’s Shops, says, “We try to be the hometown convenience store… we fit the community that we’re in.”

From DVDs to Dynamic Digital Signage

With 400+ convenience stores and a five‑person creative team, Stewart’s manages everything from packaging and private‑label graphics to video production and advertising. Their single in‑store LCD screen per location has evolved dramatically – from DVD loops in the early days to a full Retail Media Network powered by Daktronics indoor LCD displays and Venus Control Suite.

Originally placed near the checkout counter, Stewart’s moved their LCD screens into more central “decision points” like coffee stations, creating better sightlines and higher engagement.

Today, nearly every store features a 50-inch Daktronics display, with plans to upgrade to 55-inch screens.

 Each one is mounted in a highly visible, central location. One screen per store works beautifully because:

• Their stores are small and intentionally intimate
• The screen is visible from almost anywhere
• The content reinforces their hyperlocal identity

Kreider says the transition from legacy systems to Venus Control Suite was “perfectly smooth.”

Venus Control Suite now allows the Stewart’s team to centrally manage every display across its network. There’s no store‑level control, no fragmentation, and all content is aligned with brand priorities.

Hyperlocal Advertising: A Win for the Community

One of the most unique aspects of Stewart’s Shops is how they use their screens to support local advertisers. They sell ad space directly to car dealers, real estate agents, Taekwondo studios, landscapers, and Airbnb cleaners in the Adirondacks.

“I love that we’re advertising your local landscaper or your local Taekwondo place,” says Kreider. “If it’s hyperlocal, it feels more relevant to the customer.”

Of course, Stewart’s ads always remain a priority, protected through tiered scheduling and guardrails.

Expanding Into Programmatic Revenue with Vengo

Stewart’s Shops first explored programmatic on their own, but challenges around impression multipliers and measurement led them to Vengo. Through Daktronics and Vengo’s integration, Venus Control Suite customers like Stewart’s can activate programmatic opportunities with just a few clicks.

Once the setup was in place – mapping 400+ store addresses, screen types, coordinates, etc. – the program became effortless.

“It was a heavy lift on the front end,” says Kreider, “but now it’s passive income – it just happens.”

Why Vengo Works for Stewart’s Shops

• Vengo handles impression data, dayparting, and ad performance
• Stewart’s retains brand control (they approve all advertisers)
• The network appeals to large accounts like state lotteries
• Vengo occupies 25% of Stewart’s total playlist, leaving the rest for internal and local ads

Getting major players like the New York State Lottery and Vermont Lottery on board was key, as those categories fit their customers and have natural alignment with their products.

Balancing Music, Audio Ads, Silent Ads & Programmatic

Stewart’s Shops runs a uniquely complex in‑store media ecosystem, with a combination of:

• Background music
• Stewart’s audio ads
• Stewart’s silent ads (“silent slates”)
• Direct‑sold local ads
• Vengo programmatic ads

Scheduling must protect the customer experience, Kreider explains. They guarantee three local ad plays per hour and cap the number of paid advertisers per store. Through careful planning, they manage what is effectively 400 individual TV networks.

With Daktronics hardware and Venus Control Suite at the core, and Vengo providing programmatic lift, Stewart’s Shops has built a model that other regional c‑stores, grocery chains, and on‑premise retailers can learn from.

Ready to Build or Expand Your Retail Media Network?

Daktronics helps customers inform, engage, and inspire through dynamic digital displays – supporting c-stores, OOH networks, retail chains, and on-premise environments around the world. Whether you’re starting with one screen or scaling to hundreds, we’re here to help you grow.

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