Gas stations have several customer touchpoints where a smooth and faultless digital experience must be created. From the front area to actual entrances to in-store and point-of-sale digital advertising screens, it is essential to focus on delivering the right kind of content at every point, thereby improving customer experience as well as making the promotions effective. Because digital signage is flexible, the process of creating, testing and customizing promotions can be done quickly. As a result, firms have an advantage over competitors who are not so quick in their process.
Forecourt
The forecourt digital display can be integrated with the pump or could face the customers directly as they drive up. The decision must be made carefully as this location for a digital display is a strategic opportunity to cross-sell and upsell the firm’s goods and services. Although visitors to a petrol pump will not hang around for too long, gas station LED signs have the power to create an impact with its content. Forecourt signage is an ideal opportunity for brands and vendors looking for new ways to reach out to customers directly at the first touchpoint.
Window
Digital window displays that are double-sided have become very popular in many industries. Double-sided displays can be used for promoting in-store specials that attract customers filling up their tanks, while also reinforcing interest in promotional items inside the store, at point-of-purchase. An emotional attachment is created with point-of-purchase LED displays and these have proven to increase impulse decisions.
Entrance
A large LED video wall is the perfect solution to impress customers as they enter the convenience store at the gas station. With such a digital sign at the shop entrance, petrol station operators can customize their content based on criteria such as location, time of day, customer demographics and weather conditions. In terms of outdoor communication, LED signs are the first choice. Hence brightness levels in heavy sunlight conditions and lifespan of the display are two features that distinguish digital screens from their static signage. A collection of rimless LED screens can be put together to construct massive video walls, having visuals extending up to each corner of the screen, thereby ensuring a great impact with vibrant and uninterrupted images and videos.
In-Store
Today’s customers want an immersive and engaging experience. A Cisco study proved that digital displays drive impulse purchases for 40% of shoppers. An LED sign placed above the fridge is the leading space for vendors to bring life to their brands, attract customers and boost impulse purchases, resulting in higher revenue.
Number plate recognition technology is now up and coming in the petrol station industry. This innovation can streamline the customer’s transaction and can be associated with digital signage. When customer data is linked to the gas station digital signs, customized advertisements relevant to the particular customer can be displayed. For example, the signage could display a promotion for a snack and a soft drink on the forecourt digital sign upon the arrival of a 21-year-old female who has previously linked her car number plate at this petrol station’s digital signage for easy payment purposes.
For gas stations to succeed in the long term, they must provide a seamless digital experience to customers. Beginning with being able to instantly test promotion effectiveness via on the fly content updates to targeting customers with personalized and relevant advertisements, petrol stations need this kind of innovation in order to boost their bottom line and maintain that standard.
