Shell Oil Expanding Successful Digital Signage Installation to 600 Stores Throughout Brazil

Project Summary

Following a boom in convenience stores in Brazil it was important for Shell’s in-store experience to set them apart of the competition. Shell wanted to stand out from the growing competition by switching to eye-catching digital displays. Three screens per store show centrally managed core content as well as local promotions and menu items. Because of the digital signage Shell saw an uptick in sales, particularly in sandwiches shown on the screens.

01.

Three screens per store show centrally managed core content as well as local promotions and menu items.

02.

Saw an increase in sales, particularly in sandwiches advertised on the displays.

Core Content from Central Point Combined with Location-Based Message Control

The quick-service restaurant (QSR) solution, created and managed by Scala business partner Ya Mogu, had to be budget-conscious and, although Shell wanted to manage core content from a central location, it was important for store owners to have location-based message control. After taking the plunge on going digital with three screens per store in 250 stores beginning in 2012, Shell realized the benefit and plans to expand to 600 stores by the project’s end.

Following a boom in convenience stores in Brazil starting around 2010 – the number of stores nearly doubled – it was important for Shell’s in-store experience to set them apart of the competition. Digital signage leaves a memorable experience with dynamically displayed, eye-catching content. Moreover, the content is ensured to be relevant and correct. Local store managers had the autonomy to set prices as well as schedule time-of-day triggers to display menu items that may be more appealing during breakfast hours than lunchtime.

Using creative content provided by Shell, Ya Mogu used Scala Enterprise Designer to create scripts that allow one in-store screen to show national advertisements and two additional screens displaying content selected by the local store manager. Local store managers have access to Scala Enterprise Content Manager to update messaging, making sure it’s staying relevant to their customers while maintaining the corporate brand and message.

About Raízen Combustíveis S.A.

Raizen is a $12 billion joint venture with annual production capacity of over 2 billion liters of ethanol, making it the third-largest fuels company in Brazil. It has a retail network of 4,500 fuel stations, 24 sugar mills and an installed capacity of 900MW of electric energy from sugar cane bagasse.