{"id":4673,"date":"2020-04-06T08:02:19","date_gmt":"2020-04-06T08:02:19","guid":{"rendered":"https:\/\/idmc.com.ua\/?p=4673"},"modified":"2025-11-23T13:12:20","modified_gmt":"2025-11-23T13:12:20","slug":"vnedrenie-czifrovyh-menyu-i-sistemy-czentralizovannogo-upravleniya-kontentom-v-seti-azs-royal-petrol","status":"publish","type":"post","link":"https:\/\/idmc.com.ua\/en\/vnedrenie-czifrovyh-menyu-i-sistemy-czentralizovannogo-upravleniya-kontentom-v-seti-azs-royal-petrol\/","title":{"rendered":"Implementation of Digital Menus and a Centralized Content\u2011Management System in the &#8220;Royal Petrol&#8221; Gas Station Network"},"content":{"rendered":"<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3572\" src=\"http:\/\/idmc.com.ua\/wp-content\/uploads\/2020\/04\/izobrazhenie_viber_2020-04-06_09-38-31-300x225.jpg\" alt=\"\" width=\"550\" height=\"413\" \/><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Less than ten years ago, few could have imagined that a modern gas station would resemble a restaurant or mini\u2011market more than a simple refueling spot. Incredible as it may sound, meetings and negotiations at gas stations are becoming popular because it\u2019s convenient: high\u2011quality aromatic coffee, a wide selection of snacks for every taste, comfortable seating, high\u2011speed Internet and many additional services that increase the comfort of staying at a gas station. Media reports increasingly note that revenue from sales of ancillary goods and services at some fuel complexes has equaled or even exceeded revenue from fuel sales. This fact is prompting many gas station owners and managers to seriously consider the prospects of development, or rather, re\u2011profiling the traditional business model of a classic gas station.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The days when a gas station offered only refueling (and at best a car wash) are gone. That is why in recent years we have observed leading (and not only leading) gas station networks rebrand, adopting innovative technologies that optimize costs, improve communication with customers, increase sales of ancillary goods and services and, consequently, boost network profitability. One of the most effective ways to achieve all these goals is implementing a Digital Signage solution and a centralized content\u2011management system for digital menus and advertising screens installed at gas stations.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The evidence for the high efficiency of digital menus at gas stations is clear and gaining popularity worldwide, as ROI indicators for this technology are publicly available.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ukraine and the CIS are no exception. With this in mind, we want to share the experience of implementing another Digital Signage project based on the iDS Cloud platform by Innovative DMC in a network of fuel stations.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3569\" src=\"http:\/\/idmc.com.ua\/wp-content\/uploads\/2020\/04\/izobrazhenie_viber_2020-04-06_09-38-57-300x225.jpg\" alt=\"\" width=\"540\" height=\"405\" \/><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Today we turn to the project of installing digital menus in the Royal Petrol gas station network in Kazakhstan. Royal Petrol is the largest network in Almaty and the region \u2014 a modern chain of gas stations that currently totals more than 70 sites. It serves various commercial and non\u2011commercial organizations, state enterprises and hundreds of thousands of vehicles daily, around the clock.<\/span><\/p>\n<p><b>It is important to note that installing digital monitors across the network was a strategic task for the company. The goal is to increase customer engagement and thereby raise sales and interactions with partners.<\/b><\/p>\n<p><b><i>For example, automotive accessory manufacturers can place information about their products or services on each station, thus advertising directly to customers who are potential consumers of their offerings.<\/i><\/b><\/p>\n<p><iframe loading=\"lazy\" title=\"#DigitalSignage #Royal_Petrol #DigitalMenuBoard #InnovativeDMC\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/_hhvbili7Uc?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p><b>High\u2011quality video presentation builds the status and overall level of the business.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">It can also become an additional revenue source by selling advertising space for goods and services not only from your network but from other business niches as well.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Why invest in a Digital Signage solution?<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\">increase in average check and number of transactions;<\/li>\n<li style=\"font-weight: 400;\">growth in sales of special offers;<\/li>\n<li style=\"font-weight: 400;\">increased sales of ancillary goods and services;<\/li>\n<li style=\"font-weight: 400;\">customer loyalty and improved engagement.<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Thanks to remote (centralized) management, system monitoring and content updates occur in real time. This allows rapid response to local changes:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\">launch local or regional advertising campaigns;<\/li>\n<li style=\"font-weight: 400;\">track stock levels;<\/li>\n<li style=\"font-weight: 400;\">test new caf\u00e9 assortment items;<\/li>\n<li style=\"font-weight: 400;\">run PROMO campaigns;<\/li>\n<li style=\"font-weight: 400;\">engage the loyalty program in communications.<\/li>\n<\/ul>\n<p><strong>The project implementation and the deployment of a centralized audio\/video content\u2011management system for digital menus, as well as the installation of outdoor advertising screens in the Royal Petrol network, were carried out by an Innovative DMC partner.<\/strong><\/p>\n<p><span style=\"color: #000000;\"><strong>The production and installation of outdoor LED screens in the Royal Petrol network were performed by the Kazakh company KazLED Media Group. For over 18 years the company has supplied components and manufactured LED screens in Kazakhstan and Kyrgyzstan. For content management KazLED Media Group provided the client with a cabinet management system based on the LED Cloud service. The cabinet interface allows real\u2011time control of all 70 screens, both synchronously and individually at specific stations. KazLED Media Group is well known in Kazakhstan as a manufacturer of LED screens and supplier of interactive displays and LCD monitors for business, culture, sports and education.<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Saying that the project was not easy would be an understatement. Negotiations on cooperation prospects were carried out by our local partners for over six months. In summer 2019, during the market review of Digital Signage solutions available in the Republic of Kazakhstan that could meet the project\u2019s business requirements, the functional capabilities of our software\u2011and\u2011hardware complex received the highest marks from the tender committee. Thus, the green light was given to the pilot project.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3570\" src=\"http:\/\/idmc.com.ua\/wp-content\/uploads\/2020\/04\/izobrazhenie_viber_2020-04-06_09-39-25.jpg\" alt=\"\" width=\"550\" height=\"413\" \/><\/p>\n<p><span style=\"font-weight: 400;\">A foundational \u2014 even decisive \u2014 factor for the success of implementation and subsequent monetization of digital menus at gas stations is the integrator\u2019s practical and theoretical experience in similar projects.<\/span><a href=\"https:\/\/idmc.com.ua\/razrabotka-i-vnedrenie-resheniy-digital-signage-v-seti-azs-glusco\"><span style=\"font-weight: 400;\"> In a previous article we described the comprehensive deployment of a Digital Signage solution in the Glusco gas station network.<\/span><\/a><span style=\"font-weight: 400;\"> During the pilot phase, the experience and trust of our Kazakh partners allowed us to demonstrate all the advantages of our solution. A critically important factor in evaluating and choosing the integrator was experience in the network HoReCa segment and large retail chains. Royal Petrol is actively developing a roadside caf\u00e9 and mini\u2011market brand operating under the CONTINENT market trademark, which is part of the company.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To enhance effectiveness and monetize Digital Signage capabilities, the client was offered two communication channels in the project\u2019s first stage:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\">Install high\u2011brightness outdoor LED screens at the entrance area;<\/li>\n<li style=\"font-weight: 400;\">Integrate digital menus at the checkout area.<\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">The complexity of implementing digital menus in the Royal Petrol network was compounded by the fact that advertising screens were installed at active gas stations. In such conditions all structural\u2011cabling work, communication laying, mounting of brackets and installation of digital display surfaces had to be carried out at night.<\/span><\/p>\n<p><b>Technical aspects of implementing Digital Signage in the Royal Petrol network<\/b><\/p>\n<ol>\n<li style=\"font-weight: 400;\">As playback devices we proposed professional LG webOS 43SM5KE LCD displays with a matrix brightness of 400 nits, operating in 24\/7 mode. Innovative DMC has implemented numerous projects using this model across various business sectors, including retail and hospitality. <a href=\"https:\/\/idmc.com.ua\/installyatsiya-dvuh-lcd-videosten-i-vnedrenie-resheniya-digital-signage-dlya-favorit-sport\">Recall our project installing two 3\u00d73 video walls in central Kyiv.<\/a><\/li>\n<li style=\"font-weight: 400;\">A separate requirement for the Digital Signage solution was centralized control of background and advertising audio across the Royal Petrol network. For this task we proposed <a href=\"https:\/\/idmc.com.ua\/technical-realization\">iDS OS Android media players<\/a>, which have proven themselves in hundreds of our projects. Centralized management of audio (background and advertising) to sell airtime to third\u2011party companies is an additional monetization opportunity, especially in large networks. Practically, it\u2019s very convenient. Remote volume control by time of day (for example, 80% from 07:00 to 22:00 and 55% from 22:00 to 07:00) is another unique advantage of our system.<\/li>\n<li style=\"font-weight: 400;\">No less important, and perhaps a key advantage in choosing the software\u2011and\u2011hardware solution, was the ability to manage 4K playback on outdoor LED panels at the entrance area installed across all stations.<\/li>\n<li style=\"font-weight: 400;\">The IT department\u2019s main requirements were flexibility, ease of administration and multifunctionality of the system for monitoring the operability of all devices in the network. This includes displaying the status of advertising playback on digital surfaces in &#8220;screenshot&#8221; format and assigning administrative rights among content managers, station directors and system administrators with action logging for each role.<\/li>\n<li style=\"font-weight: 400;\">Marketing and content managers had stringent requirements for the system. First and foremost, a simple and intuitive interface. The ability to quickly and easily manage information on one or hundreds of monitors in the network. Flexible playlist architecture for digital menus composed of 5, 6 or 8 horizontally arranged LCD displays. No restrictions on content types \u2014 video, graphics, HTML layouts and audio files of any format with HD, FHD or 4K resolution \u2014 is another advantage of Digital Signage solutions.<\/li>\n<li style=\"font-weight: 400;\">The \u201canchor\u201d channel in the communication and monetization strategy for the CONTINENT market caf\u00e9s and mini\u2011markets was LED screens. Vertically oriented high\u2011brightness 1500 nit screens placed near the gas station entrance immediately inform customers about special offers. The system\u2019s functionality and interface are adapted for both horizontal (standard) and vertical content layouts. This format was approved for the station entrance design and looks impressive \u2014 undoubtedly stimulating sales because appetizing content provokes impulse or unplanned purchases.<\/li>\n<\/ol>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3571 size-large\" src=\"http:\/\/idmc.com.ua\/wp-content\/uploads\/2020\/04\/izobrazhenie_viber_2020-04-06_09-40-00-1024x576.jpg\" alt=\"\" width=\"640\" height=\"360\" \/><\/p>\n<p><span style=\"font-weight: 400;\">To date the centralized content\u2011management system has been successfully deployed at seventy Royal Petrol stations, and the project will soon be rolled out across the ENTIRE network.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We are always happy to share our expertise and offer the best cooperation terms for implementing digital menus and advertising screens at your gas stations!<\/span><\/p>\n<p><span style=\"font-weight: 400;\"> <\/span><\/p>\n<p><span style=\"font-weight: 400;\">P.S. <\/span><a href=\"https:\/\/www.youtube.com\/watch?v=Kiwl0SVaFkU\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">An upcoming phase at Royal Petrol stations will introduce electronic price tags and digital shelf talkers.<\/span><\/a><\/p>\n<p><span style=\"font-weight: 400;\"> <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Less than ten years ago, few could have imagined that a modern gas station would resemble a restaurant or mini\u2011market more than a simple refueling spot. Incredible as it may sound, meetings and negotiations at gas stations are becoming popular because it\u2019s convenient: high\u2011quality aromatic coffee, a wide selection of snacks for every taste, comfortable [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2929,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-4673","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-bez-kategori"],"_links":{"self":[{"href":"https:\/\/idmc.com.ua\/en\/wp-json\/wp\/v2\/posts\/4673","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/idmc.com.ua\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/idmc.com.ua\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/idmc.com.ua\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/idmc.com.ua\/en\/wp-json\/wp\/v2\/comments?post=4673"}],"version-history":[{"count":1,"href":"https:\/\/idmc.com.ua\/en\/wp-json\/wp\/v2\/posts\/4673\/revisions"}],"predecessor-version":[{"id":5483,"href":"https:\/\/idmc.com.ua\/en\/wp-json\/wp\/v2\/posts\/4673\/revisions\/5483"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/idmc.com.ua\/en\/wp-json\/wp\/v2\/media\/2929"}],"wp:attachment":[{"href":"https:\/\/idmc.com.ua\/en\/wp-json\/wp\/v2\/media?parent=4673"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/idmc.com.ua\/en\/wp-json\/wp\/v2\/categories?post=4673"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/idmc.com.ua\/en\/wp-json\/wp\/v2\/tags?post=4673"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}