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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 \u2014 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.<\/p>\n
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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\u2019s management decided to update the format at one station. Since then the use of Innovative DMC\u2019s Digital Signage technologies has become an integral part of AVTOTRANS\u2019s rebranding Digital Signage from Innovative DMC became an integral part of AVTOTRANS\u2019s rebranding<\/a>.<\/p>\n During discussions of the new project the family\u2011business owner explained that the idea of building his own station was prompted by unscrupulous practices at local pumps. It sounds \u201cwild,\u201d but this station regularly underfilled fuel by 10\u201315%. Geographically, DOK is located where the key customers are corporate clients \u2014 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\u2011era filling station, and the service and fuel quality were terrible.<\/p>\n One distinctive feature of DOK is the absence of a conventional canopy between the building (cash register, shop, caf\u00e9) and the fuel dispenser. Because the \u201cold\u201d station was designed to Soviet standards, the pumps and cash desks are more than fifty meters apart \u2014 which is inconvenient today. However, a creative solution was found: \u201cIn bad weather \u2014 rain, snow or slush \u2014 station staff escort customers with an umbrella. This is an unusual service approach nowadays, but it makes ordinary people feel like VIPs.\u201d An impressive idea.<\/p>\n As for project details, the initial task was to implement remote management of background audio advertising\u2011informational 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 \u2014 two 43\u2011inch screens located by the cash register \u2014 where the primary menu is displayed: hot dogs, drinks, snacks, etc. The second area is the cafepoint, equipped with a modern professional coffee machine.<\/p>\n By the way \u2014 the coffee at DOK is excellent.<\/em><\/strong><\/p>\n