Surgutneftegas carried out test system implementation of Digital Signage, audiomarketing and the coffee equipment

On February 28, 2019 it became known that the Retail&Horeca company (RUSKHOLTS LLC) and Surgutneftegas gas Station network implement the single interconnected Digital Signage system, audiomarketing and the coffee equipment.

Growth of conversion of traffic of shop and cafe — from 5 to 8% became result of test system implementation at Surgutneftegas Pskovnefteprodukt LLC gas Station, the average bill grew by 15%, and the payback period of investments made only 6 months. After successful tests, the companies sign the agreement on scaling of the solution. Also in plans of RUSKHOLTS to integrate a system into other networks of gas station.

Feature of the solution — holistic binding of all elements: Digital Signage, audiomarketing and the coffee equipment which are completely synchronized. Digital Signage is video displays which are controlled far off and are used for broadcasting: menu, advertisements and promotion actions, interactive customer interaction of gas station. The system of audiomarketing — a background music which is a part of a brand raises a customer loyalty and improves conversion.

Example of synchronized work of the solution: if in preparation time of coffee at gas station there is a draw of prizes, by means of the system of a draw of the prizes Team Vortex, then at this moment the sound of a background music is automatically muffled or switched off, conceding air of broadcast of a roller of a system of a draw of prizes. The same occurs if instead of the static menu, the promo-roller with the built-in soundtrack is brought to TV screens.

For March, 2019 the standard of the industry at gas station is separate installation of audiomarketing and Digital Signage — music separately plays, and content screens works on TV without sound that strongly limits possibilities of marketing specialists of gas station and reduces the potential of sales in outlets.

"RUSKHOLTS company" already signed the contract with the company under a brand of Surgutneftegas gas Station and in 2019 is going to integrate this solution in 700 gas stations of different networks of gas station in Russia. It is the large-scale and long-term project on implementation of the single interconnected Digital Signage system, audiomarketing and the coffee equipment. Digital instruments promotion offline — one of key trends and technologies in retail in 2019. Alexander Kuzmin, CEO Retail&HoReCa ("RUSKHOLTS"), expert of committee on power of the State Duma of the Russian Federation

We are happy with results of the done work. The effect of implementation of the project is demonstrated by digits in the form of growth of frequency of purchases of goods in relation to fuel, the average check and a kliyentopotok, besides, even visually we see more clients in a zone of cafe. It is important that we had an opportunity to bring the necessary information to our clients with bigger efficiency as the client receives it not from a set of the flickering and living life gadgets, and all equipment works synchronously and fulfills one task. The information flow becomes less, but the efficiency of its finishing significantly increases. In 2019 we are going to continue cooperation with RUSKHOLTS company and to replicate the project further on network of gas station. Ruben Latypov, the commercial director of Pskovnefteprodukt LLC[1]

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