Over the past three years the market for petroleum products, ancillary services and retail at gas stations has undergone significant changes — fortunately for the better. Along with this, new tools for communicating with customers have appeared:
- SMART Digital menu board;
- LED outdoor panels;
- TOUCH screen;
- Interactive Technologies.
These are not just trendy buzzwords but effective tools for communication and customer interaction at the point of sale or service. Modern media surfaces at gas stations convey information about attractive offers, gently “prompting” customers about the benefits of the promoted proposition. Bright visualization and dynamic imagery encourage purchases here and now. At the same time motorists receive information about the weather, traffic jams, sports news and other neutral content.
Digital Signage: how it works
Digital Signage solutions can increase ancillary sales two to threefold, as proven by the implementation of similar projects by Innovative DMC. In practice it looks like this: in addition to fuel, a gas station customer orders coffee and food, buys related car products (windshield cleaners, oils, air fresheners and more). Loyalty programs, mobile apps and other digital customer communication tools then come into play.
Proper implementation of digital signage and the correct content broadcasting algorithm ensure steady sales growth. Every detail matters: the placement of the digital surface (LED or LCD), colors, brightness, fonts, element layout and dynamic effects. The creative division of Innovative DMC develops informational and advertising content for gas stations.
Audio, video and interactive content management across all gas stations is controlled from a single center, allowing real‑time 24/7 monitoring of all surfaces and digital devices. Reaction time to non‑standard situations is minimized, enabling monetization of the full potential of the digital signage system.
Using different software modules, you can easily manage a media plan across Ukraine while accounting for the specifics of regions and station formats. Innovative DMC specialists provide training for station staff, offering options for local (on‑site) or global (network‑wide) content management.
Results of implementing Digital Signage & Interactive Technologies
Despite their virtual nature, Digital Signage systems deliver real profits. Such large‑scale, high‑tech and functional projects are just beginning to develop but already demonstrate advantages over standard (static) surfaces. Why not apply the same technology to the exterior of a gas station? Such a solution attracts motorists’ attention and positively influences their decision to visit your station.
The first digital UPG gas station opened in February 2019 on the border with Romania in the village of Terebleche, Hlyboka District, Chernivtsi region. Digital signage truly helps convey offers effectively to all target audiences. Placement of advertising media is calculated using Eye‑Tracking technology after studying the map of visual contacts with media advertising.
Innovative DMC’s experience shows that using Digital Signage, in particular digital signs and digital menu boards:
- provides a WOW effect;
- increases the number of spontaneous purchases;
- raises average check value and the number of checks;
- boosts sales of special offers;
- enhances customer loyalty;
- increases station footfall.
Innovative DMC:
- developer and supplier of hardware and software;
- performs commissioning and technical maintenance of equipment;
- provides project support and content provisioning;
- implements Digital Signage solutions in Retail, FMCG, HoReCa, Entertainment and other sectors.
Soon we will share detailed results of projects we have implemented for network gas stations. Follow our blog for updates.
