Norwegian grocer launches digital menu boards

OSLO, Norway — Norwegian grocery retailer NorgesGruppen has launched its new Shell FRESH concept, which offers healthy, delicate and enticing fast food, employing a digital menu board that dynamically adjusts for different promotions throughout the day. Each of the 166 Shell FRESH gas stations are fitted with a four-screen digital menu board located in the FRESH section of the store and driven by two channels of Scala InfoChannel software. Four hundred Scala InfoChannel Players are deployed throughout the Shell FRESH network. NorgesGruppen is Norway's largest trading enterprise. Its core business is grocery retailing and wholesaling. Through its chains, the group holds 34.8 percent of the Norwegian grocery market. Each FRESH menu board installation consists of four NEC LCD screens configured side-by-side to create a single menu board array. Each menu board displays a unique campaign loop consisting of multiple promotions each day during predefined times; morning (breakfast), mid-day (lunch) and evening/night dinner/snack). Promotional content is chosen to fit the time of day as well as regional or store demographics. Campaigns and their individual promotions are consistently measured and changed accordingly. Digital content in all regions and individual locations is updated centrally by the advertising agency, Virtual Garden, which manages the content for all screens nationwide.