Scala’s 400-Screen Digital Communication Network Raises Sales at Slovenian Petrol Stations

Petrol, the leading Slovenian energy company, manages the largest network of service stations in Slovenia, including over 300 modern service stations located at important motorway connections and more remote places throughout Slovenia. Offering an extensive selection of products and a high level of service are the core elements of Petrol’s business concept. When the company wanted to optimize both its income potential and value added services, Petrol realized that creating a digital communication network could help reach its business objectives.

Scala’s Flexibility is Key

Initially, Petrol was looking for a communication system that could promote certain products in its stores. It would also be a great extra source of income if that same system could serve as an advertising channel for Petrol’s product vendors.

In addition, the company wanted to integrate its cash register system with the digital signage solution it had in mind. Scala partner TL 2011 (TL) proved to be the best choice for Petrol in achieving these goals. Matjaž Loborec, C.T.O. at TL, said, “Petrol did very thorough research during their system selection process. After investigating various options, [it] concluded that Scala fully met the demands of Petrol and was primarily chosen for its flexibility, illustrated by the perfect integration of the cash register system with the digital communication network.”

Value Added Services That Meet Goals

During the installation phase, TL worked closely with Petrol’s IT department to ensure that all goals were exceeded. This resulted in a remarkable network: 30 Slovenian Petrol service stations are now equipped with a total of 400 screens, which are all powered by Scala software. The eyes of customers who are filling up their cars at Petrol’s gas stations, are caught by small screens integrated in the gas pump installation. These screens are weather-resistant and show advertisements for products sold in the station’s store.

Depending on the size of the store, customers entering are welcomed by either one or two full HD screens with ads for products and services. When shoppers are ready to pay, a screen at the cash register displays an overview of the items the shopper wants to purchase. The screen content is updated every time the cashier scans a product.

It displays additional product information if the customer buys, for instance, lottery tickets. The information includes content such as previously winning numbers or an overview of the lottery numbers the customer is about to purchase.

Alain Bodenstedt, area sales manager at Scala said, “TL cooperated closely with Petrol, resulting in a smooth install path for the network. By choosing Scala, both companies ensured that it was possible to realize the wishes of Petrol, resulting in a fully integrated digital communication network and cash registry system. The value added services of TL have proven to be very effective, resulting in a very satisfactory communication solution for Petrol.”

Digital Communication Boosts Sales

Petrol has experienced a significant increase in sales of the products that are advertised on the screens. As a result, the company continues to roll-out its digital signage formula to an ever increasing number of its domestic and international stations. Petrol foresees a growth in number of stations going well beyond its current 300 service stations.

“Petrol is very proud of the installation that they have now,” Loborec concludes. “They set clear communication and business goals, which were achieved, resulting in significant sales improvements. We are happy to have worked on this project with them and look forward to deploying this dynamic digital communication solution at even more Petrol service stations in the future.”