Display Technology

BENS Market taps Watchfire to create biggest c-store LED display in Washington state

BENS Market teams with Watchfire to create a huge LED display in store, creating an immersive customer experience and a revenue channel

Photo: BENS Market

January 30, 2026 by Judy Mottl — Editor, RetailCustomerExperience.com & DigitalSignageToday.com

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Wondering where the largest in-store LED display is when it comes to convenience stores in Washington state?

It's at BENS Market in Blaine, Washington. The company, which operates over 17 truck stops plus mini-marts across the state, has deployed a 97-feet-long digital display that wraps around two walls inside the building.

How the LED display came to be

The huge display came to be as BENS Market had a mission — to redefine the c-store experience.

At the start of the planning phase Ben Joshi, founder and CEO, teamed with Jim Sutterfield, owner of Signs Plus, and the duo saw an opportunity to tap advanced dvLED display technology to boost customer experience and drive greater revenue.

"It started in a planning conversation with the architect and contractor. We were talking about static signage for products like soft drinks and beer, and I suggested going digital. With a store like this, items in the coolers are always changing, and static signs become a hassle. A digital display gives total flexibility," Sutterfield said in an email interview.

The project team turned to Watchfire to bring the digital signage into play and develop a comprehensive digital advertising program for the display. The sign provider was chosen for two prime reasons: quality and service.

"The goal was simple: create a customer experience that felt modern and memorable. We worked with Signs Plus and BENS Market to design something that fit the scale of the store and delivered impact the moment you walk in," Robert Branlund, territory manager at OP Northwest, Watchfire, said in an email interview. "The 97-foot display wraps two walls, so it becomes part of the environment rather than just a sign. It makes promotions stand out and gives the store a "wow" factor."

Watchfire designs and engineers outdoor LED signs, indoor displays, digital billboards and video scoreboards. Headquartered in Danville, Illinois, the company has manufactured electric signs for over 90 years and LED signs since 1998 and has more than 70,000 LED signs in operation worldwide.

"With any complex electronics, you need a company that stands behind the product. Watchfire is quick to respond and helps us solve issues right away, which matters to us and to our customers. Our crews also like installing Watchfire displays because they are reliable and well-built," said Sutterfield.

"And visually, it just transforms the store. Customers notice it right away, even from the fueling station outside," Sutterfield said.

The display vision

The project team chose Watchfire's S3.9 indoor display to fulfill the brand's mission, leveraging its advanced features to effectively highlight both internal and partner advertisements, including QSR deals, loyalty program offers, holiday messages, special promotions and paid advertisements.

The state-of-the-art indoor display looms above the store's coolers, Pizza Hut area, coffee area and the walkway to Carl's Jr. The continuous screen adds visual appeal and allows BENS Market to display advertisements, promotions and other engaging content — creating a vibrant atmosphere inside the store.

Installation was seamless

While installation was seamless the project scale was "new," according to Sutterfield.

"It is nearly 100 feet of LED display inside a convenience store. The challenge was not the hardware, it was learning how to program content at that size," he said. "At first, our files were too large, but once we figured out the right formats, everything worked smoothly. Now they run everything from static ads to a video of a tanker truck driving all the way around the store."

Watchfire's cloud-based Ignite OPx content management software allows content to be uploaded and managed remotely — in any weather, from any location — offering flexibility and ease of use. BENS' team can effortlessly update content to keep the displays fresh and relevant.

The installation also included dual Watchfire Price Watchers for clear, weatherproof fuel price displays, ensuring both truck drivers and motorists can see pricing at a glance.

"The main challenge is always making sure the technology enhances the space rather than overwhelms it," said Branlund. "In this case, the installation went smoothly and the design integrated naturally with the flow of the store.

Once the content programming was sized correctly, the system was easy for the team to manage with our Ignite OPx software."

The BENS Market display project is about visibility and awareness, said Sutterfield.

"The display pulls attention from the pumps, pushes promotions inside, and highlights offerings like fuel cards. It creates a dynamic experience for customers and drives sales opportunities every day," said Sutterfield

BENS Market is just the latest enterprise to deploy OPx. At Classic Foods, a Wendy's franchise group with more than 25 locations across Idaho and Utah, OPx plays a critical role in maintaining brand alignment with national promotions. In LaGrange, Kentucky, Big-O Tires franchisee Greg Kimberlin uses OPx to preload monthly promotions, helping the store respond to market shifts and drive foot traffic.

In Gilbert, Arizona, Higley High School uses OPx to keep parents, students, and staff informed with real-time messaging in the desert heat at a busy, three-way intersection. In Wisconsin, Neenah High School staff rely on OPx during harsh winters to communicate weather closures, virtual learning schedules, and daily updates, all from remote locations.

For the Garver Family Farm, a fifth-generation market in Ohio, OPx has had a direct impact on revenue and at The Clayworks at Disability Supports, a Kansas nonprofit showcasing artists with intellectual and developmental disabilities, OPx supports real-time updates about events, exhibits, and community partnerships.

Tips, advice for display projects

When it comes to deploying digital signage displays Sutterfield said brands need to understand one important aspect — price shouldn't be the determining factor.

"Do not be tempted by inexpensive options online. We get calls from businesses who bought off-brand displays because of the price, and a year or two later, they are failing. Parts are not available, service is non-existent, and the customer is stuck," said Sutterfield.

"You really do get what you pay for. Work with a reputable manufacturer and a local company that will stand behind the install. Do your research, get referrals, and talk to other customers before you buy. That is how you make sure the display is an asset for years, not a headache," he said.

Another tip, from Branlund, is all about hiring the right sign dealer who will recommend the best LED manufacturer for the job.

"Work with a reputable partner who knows the technology and will stand behind it," said Branlund. "I also encourage retailers to think about ways to have the display pay for itself. Can they bring in sponsors or partners to advertise on the display? The best digital sign you can buy is the one someone else is helping to pay for.

Branlund also noted that display success is not always having the most exquisite pixel pitch.

"Be honest about pixel pitch. You do not need the finest resolution possible if the viewing distance does not require it. From 20 feet away, no one can tell the difference between a 1.2mm and a .9mm. The right choice is the one that balances impact, budget, and customer experience."

Photos provided by Watchfire

About Judy Mottl

Judy Mottl is editor of Retail Customer Experience and Digital Signage Today. She has decades of experience as a reporter, writer and editor covering technology and business for top media including AOL, InformationWeek, InternetNews and Food Truck Operator.

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