Shell is using digital media specialist Linova to improve the financial return on its Turkish fuel forecourts by installing an in-store digital signage network powered by BrightSign to boost non-fuel sales. The network, which promotes Shell’s own offers and carries paid third-party advertising, is currently installed in 400 outlets in Turkey and is being rolled out to a total of over 1,000 Shell petrol stations nationwide.
This project was a finalist for the Best Project Award in the Retail, Transport and Public Space category in the 2015 InstallAwards.
The global oil giant invited digital media specialist Linova to propose a business model based on digital signage to increase the income generated by its network of forecourt stores in Turkey. These sell a wide variety of items including convenience food, confectionery, tobacco products, DVDs, and motoring essentials such as lubricants and tyre chains.
Linova offered several suggestions, which, following several meetings with Shell executives, evolved into the Shell Digital Media Network. Shell commissioned Linova to design, install and set up the network, including selling advertising airtime and publishing the content. Linova also works with the advertisers to ensure the content is produced according to guidelines and delivered at the right time for publication.
“This project represents a significant business opportunity for Linova. We need to have total confidence in the performance and reliability of the network,” explained Tolga Sözen, Linova’s CEO. “BrightSign presented us with the ideal solution at two levels. The BrightSign players themselves are cost effective and totally reliable. Behind them, the BrightSign Network provides a comprehensive tool for managing the network, including reporting to Shell and paying advertisers on exactly what content was played back when and where.”
BrightSign offers the BrightSign Network as either a subscription-based hosted networking service, or as the BrightSign Network Enterprise Edition for customers seeking to offer their own hosted service. Both provide comprehensive network management, reporting and administration tools, with support for scheduling, remote content and firmware updates, and permission-based user access.
Linova has a five-year contract with Shell Turkey for the Shell Digital Media Network, which covers 24/7 broadcasting assurance and technical support to all locations across the country.
“We decided to host the content on our own servers, which is cost-effective and gives us complete control. To do this, we adopted the BrightSign Network Enterprise Edition. We were able to choose the approach that best met our needs, and allows us to work with Shell and its advertising partners to deliver the best return on their investment in digital signage,” said Sözen.
He added, “Turkey is a very large country and the network covers about 70-80% of its area. Visiting a site to repair a malfunctioning player is very costly for us, and therefore we sought a player that we knew was completely reliable. BrightSign solid state players are ideal.”
The Shell Digital Media Network comprises two elements: the Shell TV Network, and the Shell LED Screen Network. Each network carries Shell’s own content, presenting news and offers from the company, and also carries advertising from partner companies who pay for time on the channel.
The Shell TV Network connects LCD screens of sizes from 32in to 47in, located in over 350 stores nationwide, while the Shell LED Screen Network covers 40 prestige locations directly owned by Shell. These latter locations have three different sizes of LED screens strategically positioned so that every driver entering the station, as well as every pedestrian going into the Shell shop, can see the content. In total, the first phase of the project has involved connecting over 450 screens to the two networks, using over 400 BrightSign media players.
“All Shell forecourts in Turkey are staffed and 70% of all purchases are paid by credit card, which can only be done inside the shop. So we can safely say that our network not only reaches almost every car occupant and pedestrian that comes into the station, but also that it is positioned exactly where the purchasing decision is made,” comments Sözen. “This is important because shoppers often do not have time to browse. They want to return to their cars as quickly as possible, so they need relevant messages that help them satisfy their needs.”
The Shell Digital Media Network went live less than 18 months after the plan had been agreed. “Linova has been able to do everything we asked quickly, efficiently, and within the price we agreed. Our digital signage networks are performing exactly as we expected, and we look forward to seeing a measurable difference in the performance of our stores,” said a Shell spokesperson.
Following successful delivery of the first phase, Shell and Linova plan to roll out the network to more filling stations across Turkey. The next 12 months will see the Shell TV Network expand to 1,000 forecourts across Turkey. “Choosing BrightSign has proved critical to delivering this project on time and on budget, and will enable us to meet all goals for the full duration of the contract,” concluded Linova’s Sözen.