{"id":4686,"date":"2020-11-10T06:35:38","date_gmt":"2020-11-10T06:35:38","guid":{"rendered":"https:\/\/idmc.com.ua\/?p=4686"},"modified":"2026-01-15T22:04:22","modified_gmt":"2026-01-15T22:04:22","slug":"nestandartnyj-podhod-k-vnedreniyu-digital-signage-v-retail-operatora-setevyh-azs-maverik","status":"publish","type":"post","link":"https:\/\/idmc.com.ua\/en\/nestandartnyj-podhod-k-vnedreniyu-digital-signage-v-retail-operatora-setevyh-azs-maverik\/","title":{"rendered":"A Non\u2011Standard Approach to Implementing Digital Signage for Maverik \u2014 the Retail Operator of a Network of Fuel Stations"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-3988 size-large\" src=\"http:\/\/idmc.com.ua\/wp-content\/uploads\/2020\/11\/izobrazhenie_viber_2020-10-27_12-20-16-1024x512.jpg\" alt=\"\" width=\"640\" height=\"320\" \/><\/p>\n<p>\u201cMaverik\u201d is a large regional chain of 24\/7 convenience stores and fuel stations operating more than 270 locations across 10 western U.S. states. Over the past 15 years the network has managed to build a strong associative brand identity in consumers\u2019 minds.<\/p>\n<p>The non\u2011standard approach of the Maverik retail operator and its fuel\u2011station network differs from competitors by a simple, clear positioning strategy. To illustrate\u2014what\u2019s the number\u2011one anti\u2011dandruff shampoo? Of course \u2014 Head &#038; Shoulders. And what\u2019s the most reliable car? Volvo. The marketers at Maverik adopted a similar strategy, which is hardly surprising.<\/p>\n<p>This is explained by the fact that most of the network\u2019s locations are geographically situated in the western U.S. mountainous regions. Tens of millions of tourists and nature lovers form the core of the target audience. Adventure seekers, outdoor sports and recreation enthusiasts know and choose this chain.<\/p>\n<h4>And to be even closer to its customers, the company even developed the unique slogan <strong>\u201cMaverik \u2014 the first stop on the way to your adventures.\u201d<\/strong> This was intended to convey the spirit of adventure.<\/h4>\n<h4>What could be better to achieve this than Digital Signage solutions? Unsurprisingly, over the past few years the network has been scaling digital signage and digital menus across Maverik\u2019s fuel stations and convenience stores.<\/h4>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-3989 \" src=\"http:\/\/idmc.com.ua\/wp-content\/uploads\/2020\/11\/0-02-05-8cee17f6e735572b6c81527c29068bf8fbf36ee228c61b4be36b8e3776a012de_1c6da016945712-1024x487.jpg\" alt=\"\" width=\"640\" height=\"304\" \/><\/p>\n<p><iframe loading=\"lazy\" title=\"#DigitalSignage #Maverik #DigitalMenuBoard #USA\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/KTusiLwqCoQ?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><a href=\"https:\/\/idmc.com.ua\/vnedrenie-czifrovyh-menyu-i-sistemy-czentralizovannogo-upravleniya-kontentom-v-seti-azs-royal-petrol\">\u201cMost 24\/7 roadside stores and caf\u00e9s are monotonous \u2014 faceless and similar, with no individuality. Since many of our locations are in rocky mountains and forests, it felt natural for us<\/a><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-3990 size-large\" src=\"http:\/\/idmc.com.ua\/wp-content\/uploads\/2020\/11\/0-02-05-7880ab52b2b5bea9eee8b2cbf8d18baac8d473311934f5215262dccde3c401fe_1c6da016940fd8-1024x598.jpg\" alt=\"\" width=\"640\" height=\"374\" \/><\/p>\n<p>In 2016, as part of updating the roadside caf\u00e9 and fuel\u2011station format, Maverik opened its first location using Digital Signage solutions. Implementing a centralized content\u2011management system for digital menus and advertising monitors was the first stage of digital transformation. The effectiveness of traditional static posters like city\u2011lights or outdoor print ads \u2014 used for decades across the Maverik network \u2014 has become a thing of the past. They have been replaced by bright, dynamic and highly effective next\u2011generation digital signs and advertising monitors.<\/p>\n<p>Using Digital Signage solutions, the brand aimed to showcase appetizing, attractive and purchase\u2011provoking advertising content with an emphasis on product eco\u2011friendliness \u2014 items grown in neighboring states. Tasty videos and dynamic digital content serve two important purposes at once: entertaining customers and showcasing new items and special offers, while also promoting Maverik\u2019s loyalty program.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-3992 size-large\" src=\"http:\/\/idmc.com.ua\/wp-content\/uploads\/2020\/11\/0-02-05-e7d04355b3893e3216598b1cdef6a71ef710b47fff499b8220cb10237d7f14d9_1c6da016943167-1024x584.jpg\" alt=\"\" width=\"640\" height=\"365\" \/><\/p>\n<p>Digital menus were implemented using professional Samsung panels ranging from 40 to 55 inches and Revel TV software. To improve effectiveness, the company also installed additional monitors throughout the store.<\/p>\n<p>Small 15\u2011inch monitors (tablet\u2011style) were placed at automotive product shelf locations. Window\u2011mounted high\u2011brightness display panels were also used at entrance points to attract customers\u2019 attention at key interaction points from their very first steps on site. This channel is the network\u2019s bet for boosting sales of special offers regularly available to loyalty\u2011card holders.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-3991 size-large\" src=\"http:\/\/idmc.com.ua\/wp-content\/uploads\/2020\/11\/0-02-05-d3342baa74e790a1ff8f5ebdd7d85452398caf08a8799f4fe8eca15d18d1ee17_1c6da016947bce-1024x532.jpg\" alt=\"\" width=\"640\" height=\"333\" \/><\/p>\n<p>The implementation of a centralized management system provided the network with flexible remote control over audio\/video content across all fuel stations and roadside stores.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u201cMaverik\u201d is a large regional chain of 24\/7 convenience stores and fuel stations operating more than 270 locations across 10 western U.S. states. Over the past 15 years the network has managed to build a strong associative brand identity in consumers\u2019 minds. The non\u2011standard approach of the Maverik retail operator and its fuel\u2011station network differs [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2979,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"class_list":["post-4686","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\/4686","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=4686"}],"version-history":[{"count":1,"href":"https:\/\/idmc.com.ua\/en\/wp-json\/wp\/v2\/posts\/4686\/revisions"}],"predecessor-version":[{"id":5654,"href":"https:\/\/idmc.com.ua\/en\/wp-json\/wp\/v2\/posts\/4686\/revisions\/5654"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/idmc.com.ua\/en\/wp-json\/wp\/v2\/media\/2979"}],"wp:attachment":[{"href":"https:\/\/idmc.com.ua\/en\/wp-json\/wp\/v2\/media?parent=4686"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/idmc.com.ua\/en\/wp-json\/wp\/v2\/categories?post=4686"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/idmc.com.ua\/en\/wp-json\/wp\/v2\/tags?post=4686"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}