100+ professional LCD displays in a national fuel station chain in Bulgaria

Digital transformation of the checkout area at Shell Bulgaria

Scale: Nationwide coverage

Service type: Digital signage (hardware, software, installation and maintenance)

The challenge

The checkout areas at fuel stations are among the busiest retail points, with heavy customer traffic and a dynamic environment. The main challenge was to integrate digital communication that is as visible as possible to the customer without getting in the way of the staff's work. It was also important to adapt to the specific situation of the checkout areas in the different locations of the chain.

The solution: flexibility and ergonomics

To meet the specific needs, we designed and implemented a customised solution based on functionality and aesthetics:

Adaptive hardware: We used specialised 15.6-inch professional displays, which offer an ideal balance between compactness and visibility of the advertising message.
Telescopic integration: A key element of the project is the use of stands with telescopic height adjustment. This allows precise adjustment of the screen to the specific height of the checkout counter at each individual location, guaranteeing a perfect viewing angle.
Different orientations: The screens support both horizontal (landscape) and vertical (portrait) mounting, making it possible to position them optimally at the checkout.
Technology management (CMS)
The installed displays are managed centrally through our digital signage CMS platform, with these main functions:
- Changing content in real time in all locations at once.
- Scheduling campaigns by time of day (e.g. morning coffee vs. afternoon snack).
- The right message reaches the right customer at the moment of purchase.

Implementation and nationwide coverage

As a leader in digital signage integration, we took full responsibility for delivering the project: supply and installation at 100+ locations:

"Using our own installation teams allowed us to cover the whole country and guarantee a uniform installation standard at every Shell location, from the big cities to the most remote points."