1. In your view, a modern gas station is…
Less than ten years ago, few could imagine that a modern gas station would resemble a restaurant or mini‑market more than a simple refuelling point.
It’s incredible but true — meetings and negotiations at gas stations are becoming a norm in today’s world. That’s because you can satisfy multiple needs at once: a wide selection of aromatic, high‑quality coffee, a variety of snacks for every taste, comfortable seating and armchairs, high‑speed Internet and many additional services that increase comfort while at the station.
The experience from Innovative DMC’s projects at networked fuel stations, along with feedback from our partners and colleagues, shows that revenue from ancillary goods and services at some complexes has equaled or even exceeded fuel sales. This fact prompts many owners and managers of fuel‑station networks to seriously consider reshaping the traditional gas‑station business model.
In my opinion, a modern gas station is, first and foremost, comfort and the ability to satisfy as many of a modern person’s needs as possible in one place. By the way, the restroom at a gas station is a separate topic — for me (speaking as a driver) the restroom often seals the final judgement about the station.
https://www.youtube.com/watch?v=9PxYwiyqr0k
2. Can you increase a gas station’s efficiency and profitability using innovative solutions? If YES, how should it be done correctly?
Absolutely YES. When discussing monetization of Digital Signage at networked gas stations (and beyond), you must first identify the most effective CONTACT POINTS. Considering format, location, competitor strategy, etc., focus on the most efficient communication channels with your target audience using digital media. Examples most commonly used:
1. Digital pylon
First, I recommend paying attention to the pylon design. In my view, a digital pylon greatly enhances the effectiveness of that crucial first impression. Placing a full‑colour, high‑brightness LED panel at the top or bottom of the pylon has been a trend for the past few years. This is driven primarily by dynamic content: motion is at least three times more effective than static content. Using double‑sided pylons is ideal. With contrasty, bright, dynamic content you significantly increase the chance of catching the eye of passing drivers. Informing only about fuel prices is certainly useful, but an additional dynamic advertising surface will easily attract advertisers and boost sales of the products/services shown on the screen.
A modern digital pylon partly serves as an “attention magnet,” much like digital window displays in retail. Brightly presented information with the ability to update content remotely across the ENTIRE network increases the quality, number and duration of visual contacts. As a result, you get conversions into purchases of advertised goods or services. All this can influence customer choice — one main aim of a digital pylon is to STAND OUT among competitors and attract drivers’ attention.
2. LED media facade
A second attention channel is, without doubt, an LED media facade. This advertising surface easily attracts advertisers who want to place bright, dynamic content. You can broadcast new products, social, commercial or corporate content with centralized content management across one screen or across all LED screens in a network. The key advantage of using media facades at gas stations (and beyond) is the very high brightness of outdoor screens — typically ≥4500 cd/m2. Such brightness lets you catch drivers’ attention from a great distance (over 300 m direct visibility in clear weather).
3. Small high‑brightness LCD screens
High‑brightness LCD screens embedded in the station or positioned where drivers can easily see them are common. In the West, such screens are often placed near the fuel nozzles because self‑service stations are more widespread there than in Ukraine. These screens typically duplicate fuel price information, display the amount of fuel dispensed, and show social or informational content. This channel is largely image‑building but is rational for self‑service stations.
4. Entrance area
Give special attention to the entrance area of stations located on international highways. Looking at modern local or Western roadside stations, you’ll notice many place particular emphasis on entrance design. The key element, in my view, is using high‑brightness LED or LCD monitors. The visual contact time from the moment a person exits the car until they enter the station is about ±10 seconds. During that time the visitor forms their first preference for offers. Consider this when selecting the technical characteristics of advertising screens that show anchor offers: COMBOS, specials, promotions, discounts, etc.
5. Digital menu board
Fifth by number but not by importance are digital menus. I can confidently call the Digital menu board the most effective tool for increasing sales at a modern gas station in terms of ROI. The shift to digital menus is driven by their high effectiveness, flexibility and convenience in automating content updates in networked businesses. A few reasons to invest and switch to digital menus:
- increase in average check and number of transactions;
- growth in sales of special offers;
- increase in sales of ancillary goods and services;
- improved loyalty and engagement with visitors.
It’s worth noting that by implementing centralized systems to manage audio, video and interactive content across digital playback devices, networks fully automate processes not only for content updates but also for monitoring ALL devices: pylons, outdoor and indoor monitors, digital menus, coffee points, etc.
Remote control and monitoring allow real‑time updates on all devices, enabling rapid responses to local changes such as:
- launching local or regional advertising campaigns;
- calculating stock balances;
- testing new café items;
- running PROMO campaigns;
- communicating loyalty program offers, etc.
6. Digital shelf tags / shelf talkers
Currently the least widespread (likely temporarily) channel is digital shelf tags or shelf talkers. This technology is gaining popularity primarily in networked retail (food & non‑food). In the medium term, digital shelves will likely strengthen their position and become an integral part of modern gas stations alongside digital menus.
Modern fuel complexes are rest areas for drivers and passengers offering full amenities: coffee shops, mini‑markets, restrooms and pharmacies. The combined effect of these services increases a station’s overall profitability. Using the listed communication channels together with digital media forms the basis for monetizing Digital Signage at networked gas stations.
3. What do you think about using digital menus and advertising monitors at networked gas stations?
Clearly, this is the future. However, the bulk of success in implementing centralized management systems for audio, video and interactive content depends on the integrator’s expertise — a contractor with not only theoretical knowledge but proven practical experience. It’s also crucial at the market assessment stage to choose Digital Signage hardware‑software that best fits the company’s needs. Ideally the solution should be flexible, customizable, upgradable and extendable — we live in turbulent times. What is innovative today may become outdated tomorrow.
Why is this important? Such projects usually require significant investment. Fixing mistakes that weren’t accounted for initially can cost a company substantial time and money.
4. Where does a Digital Signage project for networked gas stations start?
Drafting a detailed technical specification is the first step toward successful Digital Signage implementation.
In our practice we had cases where clients (fuel networks and retail chains) did not devote enough attention to writing a detailed technical specification for digital menu implementation, which led to unpleasant surprises.
Implementing Digital Signage systems is a crucial step for any company. I strongly recommend taking the market research and technical spec phase seriously. All key company departments should be involved in drafting the TS. Gather as much information as possible and objectively evaluate not only price lists but also experience, the number of successfully completed projects, references and partner reviews.
5. How to minimize or completely avoid negative experiences during DS project implementation?
A pilot project is the most effective way to reduce risks at the initial stage of Digital Signage implementation — and this applies to more than just gas stations. Any large project (especially in a networked business) should start with a pilot. Since our company’s founding we always provide the necessary hardware‑software for pilots FREE OF CHARGE. During a pilot the most critical yet sometimes overlooked issues surface. Fixing these gaps early prevents unpleasant surprises later.
Another recommendation: running a pilot at a single site can be insufficient. Choose several locations (preferably in different regions), including those with weaker infrastructure. The most vulnerable elements in DS projects are data transmission channels (Internet), especially in remote regions. A pilot is not a panacea, but it significantly reduces risks.
6. What can negatively affect project implementation?
In large Digital Signage projects, three departments usually play active roles: IT, Development and Marketing. The client is often the Marketing department. The involvement and competencies of ALL three participants form the foundation for successful implementation and later scaling. If even one party is uninterested, lacks theoretical or practical experience, or is not engaged, the probability of success drops significantly.
7. Companies considering Digital Signage often ask about effectiveness, ROI, KPIs. Why invest and switch to digital media?
I began our conversation with a general answer to this question. To elaborate: any investment, including Digital Signage, must be justified and preferably backed by clear calculations. It’s important to understand benefits that may not be immediately obvious. Investing in DS leads to cost reduction, process automation, flexibility, multifunctionality and many additional advantages. You can buy the most expensive system, invest in top hardware‑software and infrastructure, and wait a long time for ROI.
Implementing Digital Signage and installing digital menus or advertising monitors is only the first step on a long path toward improving business efficiency. Many Western and Ukrainian fuel networks are transforming — digitization is becoming a core part of business development strategy.
Achieving quality results requires a comprehensive, systematic approach. Administration, monitoring, content creation and updates, and monetization should be handled by a competent specialist or team. Unfortunately, not everyone fully realizes this. Responsibilities must be clearly defined and KPIs established for staff involved. This will directly affect the success of DS deployment. Appointing “from tomorrow Vasyl Petrovych is responsible for digital menus” is likely to produce suboptimal results. A project manager is a good solution. Usually marketing or development initiates DS projects; however, I recommend appointing dedicated specialists to manage DS systems.
Clear communication and allocation of responsibilities across departments will lead to successful outcomes. Those who think DS projects are merely replacements of static posters with digital menus are mistaken. In some projects with great potential we’ve seen initiatives fade — reasons vary, but two frequent ones are:
First, as I mentioned, not appointing a responsible specialist for system functionality and optimization.
Second, insufficient attention to content. Content is the “core” of successful digital‑menu deployments at gas stations.
– So content plays a key role?
Content is everything. I’ve always said and will repeat: content is the “blood” of Digital Signage systems — and that’s not just an allegory. The quality of content, frequency of updates and approach to implementation directly determine success, especially for networked gas stations or roadside restaurants. Content development is one of our company’s strategic directions — it emerged when we realized how crucial this component is to Innovative DMC’s projects. Here are a few rules I recommend:
- When creating copy for digital menus consider the “serial position effect.” In a list, people remember the first and last items best, so place the most important message at the end. Don’t remove text too quickly; allow viewers enough time to read it. Also, avoid overloading messages with excessive text.
- The screen should always display a call to action. The best calls to action are those the viewer can act on immediately (e.g., “Ask the seller for details,” “Get 15% off”). A call to action turns passive watchers into engaged customers who take action.
- There are basic rules for font choice and visual text layout:
- Do not use many different fonts. Serif fonts are usually more readable.
- Do not use all caps for whole words.
- Avoid line breaks; try to fit the message into a single line to reduce recognition time.
- Regarding colors, there’s no universal rule tying a specific color to content effectiveness. Research shows that the color choice itself doesn’t significantly change effectiveness. What truly matters is contrast. Any combination of colors with the same tone, saturation or brightness reduces recognition and thus decreases effectiveness.
The most important part of moving images is the silhouette — the contour of a moving element. The silhouette is the only part perceivable by peripheral vision, so choose visual elements with clear contours.
This is just the tip of the iceberg for developing digital‑menu content, so work with professionals who have dozens of projects under their belt. They don’t just make pretty videos or images; they understand why it’s needed and what genuinely matters.
8. Continuing the topic of content and usability of digital menus — what else can improve their effectiveness?
More than influence, HTML templates add flexibility and convenience. Since our company’s founding and the release of the first version of iDS Cloud, we have used HTML layouts in projects (especially networked ones). In simple terms, this allows real‑time updates to prices, assortments, etc., with a few clicks. Updates are instantaneous across all screens. This capability helped us secure a leading position early on, which we strive to maintain.
Our implemented projects in networked Retail and HoReCa include cases where profitability increased by more than 25% comparing BEFORE and AFTER digital‑menu deployment.
Finding excellent specialists — designers, animators — passionate about quality content is challenging. We’re not just talking about people who can edit photos or compose a nice layout. The difficulty in creating content for digital menus and HoReCa projects lies in crafting dynamics, presentation and attention to detail. You need an outstanding specialist who is truly passionate about your business. Such a person or team can create genuinely selling, attention‑grabbing content. As mentioned, content must be updated periodically. Creating unique cases each time helps draw attention and stay relevant.
IMPORTANT: It’s no secret that children are often a driver of sales. Marketers frequently use psychological techniques to attract attention via children, since they often initiate spontaneous purchases that adults ultimately make. When at a station a child sees a child‑oriented offer or a cartoonish layout, they’ll do their best to persuade parents to buy a hot dog or treat.
Example: create a photo or video of a juicy burger in the shape of a playful smiley made from ketchup or sauce. This simple idea will get noticed and likely lead to ordering that “tasty smiley” seen on the digital display.
– What should be considered when configuring and launching a digital menu at a gas station?
Flexible playlist creation software is essential. Average dwell time at a station is 3–10 minutes. When developing content and forming playlists, account for customer dwell time to fine‑tune the sequence of ad blocks.
For example, in the morning when people want coffee, schedule content to emphasize the morning offer.
Also highlight the deal advantage: Coffee + croissant = 15% off
An effective playlist is a well thought‑out sequence of content on each digital surface (when a menu consists of two or more monitors). Background and the main product must be clear, contrasting, readable and visible for sufficient time. Changing backgrounds is welcome — it attracts more consumer attention. Synchronized content or striking effects like flames or frosty webs add impact to the presentation.
Ad messages should be as simple, clear and concise as possible, considering frequency and rotation.
Average block duration is 10–15 seconds — long enough for a customer to review and decide to purchase. The ad‑block length should be formed based on business goals.
These are the main points to understand and follow when forming playlists.
– Regarding digital menus and brandbook transformation — can DS implementation affect a brandbook?
A brandbook is essential for a networked business. When developing and implementing Digital Signage, remember this is a long‑term story with many interactions necessary for quality design and campaign scaling. Technical details must logically continue and communicate the company’s philosophy. In Europe there’s a concept of a Digital Brandbook that includes not only corporate colours and fonts but a comprehensive description of all elements for designers, animators and content managers.
Be aware that implementing centralized content‑management systems can lead to transforming the existing brandbook or adding digital nuances specific to technical implementation.
Of course, teams must collaborate to preserve core company style and create a harmonious delivery of the new digital advertising product.
– Any final thoughts or advice?
To sum up: using Digital Signage solutions at gas stations is not the future — it’s the present. The earlier companies accept this fact, the higher their chances of keeping pace in a steadily intensifying competitive environment.
I hope this article helps companies considering centralized content‑management systems.
For those who already use digital displays or advertising monitors, the material will also be useful. Digital is the right path. Now it’s about choosing the solution that 100% matches your tasks, plans and monetization strategy for all available Digital Signage hardware‑software capabilities.
