In early 2018, Innovative DMC launched an ambitious digital transformation project for UPG – one of Ukraine’s fastest-growing fuel station networks. The goal was clear: to centralize and automate all in-store communication channels through a professional Digital Signage solution, enhancing customer engagement and marketing efficiency across every location.
The first step was the implementation of iDS Cloud, a cloud-based content management and hardware integration solution for UPG’s digital screens, menu boards, and audio systems. Digital Signage Solutions at the UPG Chain Gas Station
Over time, as the network expanded and the VIVO-café concept evolved, UPG faced new challenges:
- The existing platform could not fully support the scale of operations.
- Marketing teams needed more flexibility in managing campaigns across hundreds of screens.
- IT departments required a unified tool to administer and monitor devices across diverse formats – from LCDs and LEDs to interactive tablets.
By 2025, with over 1000 digital screens operating in 24/7 mode, the need for a more adaptive, high-performance system became a strategic priority.
From pilot to nationwide deployment
The initial implementation phase of iDS Cloud lasted over three months, involving joint testing by UPG’s IT, system administration, and content management teams. The system proved to be a reliable foundation for centralized control, supporting:
- Professional Samsung SSSP2/3 (Tizen 6.0–7.0) and LG webOS displays with 400+ nit brightness and 24/7 operation;
- Full hardware independence – working with existing monitors across brands;
- Centralized control of content on LCD, LED, tablet, and video wall displays;
- Remote audio management and advertising time slot monetization;
- Support for HD-4K video, HTML layouts, and real-time content updates etc.
Digital screens became an integral part of UPG’s customer experience: 43″ LG and Samsung screens displayed promotions at checkout zones, while larger 49″-64″ panels delivered dynamic content across the sales floor. Certain stations near airports displayed live flight information, and others showcased traffic updates – all managed centrally through the UPG’s server.
Measurable business growth
The deployment of iDS Cloud by Innovative DMC delivered immediate, measurable improvements for UPG:
- Increased average transaction value and overall sales;
- Boosted performance of promotional campaigns and cross-sales;
- Streamlined content management and real-time campaign adjustments;
- Strengthened brand perception through consistent, high-quality digital communication.
Digital Signage proved to be not just a visual enhancement but a strategic marketing tool that connected operations, marketing, and customer engagement under one ecosystem.
Transitioning to DSGO.pro for the next level of performance
In May 2025, UPG successfully migrated from iDS Cloud to DSGO.pro – a next-generation Digital Signage platform. The transition marked a new era of automation, scalability, and multi-channel integration.
Developed between 2020 and 2021, DSGO.pro was designed specifically for large, distributed networks with thousands of screens. Instead of traditional playlist management, DSGO.pro introduced tag-based architecture, enabling:
- Automated content distribution across devices and zones;
- Multi-zone screen layouts (e.g., video, HTML widgets, weather, banners);
- Unlimited users with flexible access rights;
- Offline playback for up to 7 days with automatic synchronization;
- Integration with Google Drive for seamless content updates;
- Real-time system alerts and diagnostics.
Marketing teams gained the ability to launch campaigns instantly, adapting them by time, region, or audience segment without technical intervention – while IT teams benefited from simplified infrastructure control and monitoring.
A strategic platform for growth
By late 2025, UPG announced a major expansion – over 50 new fuel stations to be equipped with digital screens and connected to the unified DSGO.pro network. The total number of displays is approaching 1,000 units, positioning UPG as the undisputed leader of Digital Signage adoption in Ukraine’s fuel retail sector.
UPG has already received permission to lease 202 ANP/Avias gas stations in several regions of Ukraine (https://www.nefterynok.info/stati/robochi-miscya-podatki-ta-bilshe-yakisnogo-palnogo)
The evolution from iDS Cloud to DSGO.pro represents not just a technological upgrade but a long-term strategic partnership spanning seven years of continuous innovation.
For UPG, this journey transformed Digital Signage from a marketing tool into a core operational platform – driving efficiency, profitability, and brand growth across every customer touchpoint.
Innovative Digital Signage Solutions for the modern gas stations Conclusion: The UPG Digital Signage transformation showcases how a well-executed technology strategy can reshape customer communication and retail performance. Through flexibility, scalability, and innovation, the partnership between UPG and DSGO.pro set a new benchmark for how fuel retail networks can leverage digital technology to accelerate growth and customer engagement.
P.S. Some materials are taken from open sources
