Exactly one year ago our company began cooperating with the DOK gas station chain. Nearly a decade of experience implementing Digital Signage solutions at networked gas stations, along with feedback from our partners and colleagues, confirms that revenue from ancillary goods and services at some stations has nearly equaled income from fuel sales. In recent years this fact has prompted many gas station owners and managers to seriously rethink prospects — specifically, reformatting the traditional fuel station business model. This fact is what prompted the company owner to ask us to implement a digital menu project at the station.
In a previous article we described the implementation of digital menus at the AVTOTRANS gas station network. That project began in early 2021 when the network’s management decided to update the format at one station. Since then the use of Innovative DMC’s Digital Signage technologies has become an integral part of AVTOTRANS’s rebranding Digital Signage from Innovative DMC became an integral part of AVTOTRANS’s rebranding.
During discussions of the new project the family‑business owner explained that the idea of building his own station was prompted by unscrupulous practices at local pumps. It sounds “wild,” but this station regularly underfilled fuel by 10–15%. Geographically, DOK is located where the key customers are corporate clients — owners of agricultural machinery and nearby industrial enterprises who regularly need to refuel their vehicles. For a long time the DOK site operated as a typical Soviet‑era filling station, and the service and fuel quality were terrible.
One distinctive feature of DOK is the absence of a conventional canopy between the building (cash register, shop, café) and the fuel dispenser. Because the “old” station was designed to Soviet standards, the pumps and cash desks are more than fifty meters apart — which is inconvenient today. However, a creative solution was found: “In bad weather — rain, snow or slush — station staff escort customers with an umbrella. This is an unusual service approach nowadays, but it makes ordinary people feel like VIPs.” An impressive idea.
As for project details, the initial task was to implement remote management of background audio advertising‑informational content and photo/video advertising content for the digital menu within a limited budget. Proper zoning was designed for the relatively small DOK station. The main area contains part of the digital menu — two 43‑inch screens located by the cash register — where the primary menu is displayed: hot dogs, drinks, snacks, etc. The second area is the cafepoint, equipped with a modern professional coffee machine.
By the way — the coffee at DOK is excellent.
Thus, after studying the market of Digital Signage hardware‑software solutions, the company’s management chose DSGO.pro. The ability to create custom templates and broadcast various content types on digital menus, configure flexible show schedules (morning, daytime, evening) and many other features led to the decision for long‑term cooperation.
When discussing the DOK digital menu project, it’s worth mentioning another implementation for the Royal Petrol network in Kazakhstan. Royal Petrol is the largest network in Almaty and the region, with over 70 modern stations. We covered implementation details in a previous article Royal Petrol implementation.
Content development was the next phase of cooperation with DOK. For nearly ten years Innovative DMC has been creating high‑quality content for digital menus at gas stations as well as for network cafes and restaurants. In collaboration with the marketing department we developed the digital menu concept. Design, identity and style proposed by our specialists were approved and developed in the shortest possible time.
Thus, Innovative DMC provided a comprehensive solution to all tasks that needed to be solved. Cooperation with DOK continues, which means we will soon delight you with new projects. In conclusion, note that to date we have completed over 500 projects of varying complexity across Ukraine, the CIS, the EU and the UK. The DSGO hardware‑software solution is used in a variety of business sectors, most popular among them: gas station networks and retail, HoReCa and restaurant business, cinemas and fitness clubs, medical institutions and the banking sector. And that’s far from the full list.
