Article

Swedish gas station updates with digital signage

When you think of spaces that truly embrace customer experience technology, gas stations may not be the first to come to mind. Some gas stations, however, are attempting to get on the cutting edge of technology by deploying or upgrading digital signage, such as Preem, Sweden's largest gas station chain.

Photo: provided

February 27, 2020 by Bradley Cooper — Editor, ATM Marketplace & Food Truck Operator

When you think of spaces that truly embrace customer experience technology, gas stations may not be the first to come to mind. Some gas stations, however, are attempting to get on the cutting edge of technology by deploying or upgrading digital signage, such as Sweden's largest gas station chain Preem.

Preem was looking to update its digital signage so it could reach the right audiences at the best times of day. To accomplish this, the company extended its existing partnership with digital signage provider Visual Art to provide the upgrades.

"The extended collaboration means that Visual Art is a full-service supplier when it comes to digital signage with everything from the in-house developed CMS Signage Player to content strategy and design," Pontus Meijer, chief revenue officer, Visual Art, said in an email interview.

Visual Art worked to upgrade 100 gas stations across Sweden with a variety of solutions. For example, it updated the menu boards with Samsung QMR displays made of Samsung QMR displays with a built-in media player alongside Visual Art's VA Player and CMS Signage Player for dayparting. The company also provided other solutions including:

• Samsung OMD-D series window facing displays at entrances/exits. The display is brighter on the outside than the insight to attract customers.
• 10-inch touchscreen at the product shelf so users can search for products for their car.
• DB10 Samsung display at the checkout to drive last-minute sales.

"By updating digital screens in strategically located areas in the store, Preem enables the right content to be communicated to the right target group at the right time of day," Meijer said. "Visual Art's Design Studio has re-designed the menu boards' content that through inspiring material should inspire, drive sales and display pre-composed menus."

With the digital signage, Meijer said 54% of customers perceived the wait time to be shorter than usual. He also said the food appeared more tasty than when simply shown on a static display.

"The re-design of the menu board with inspiration and craving content are created to attract attention, enhance the food experience and pre-composed menus will make it easier to add more items to a meal," Meijer said.

For Preem, in particular, the main goal with the updates was to future-proof its technology so it can make an impact on customers as trends evolve.

"The goal is to enhance the overall customer experience and make our stations a destination and place for interaction," Angelica Fagerholm, concept manager store, Preem, said in an email interview. "We at Preem want to develop smart solutions to today;s challenges for tomorrow's opportunities. Our continued collaboration gives us the opportunity for better results and brand experience."

Photos provided.

About Bradley Cooper

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Bradley Cooper is the editor of ATM Marketplace and Food Truck Operator. He was previously the editor of Digital Signage Today. His background is in information technology, advertising, and writing.

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