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What we did
The refuelling process presents a prime time for engaging with Shell customers. With attention focused on a one-to-one basis, which is an incredibly rare occurrence in the out of home setting.
Working in partnership with Altavia UK, Pixel Inspiration designed and delivered a network of pump-side digital displays. Currently installed at 700 fuel dispensers across 91 Shell forecourts, each site features an average of eight 32" high brightness screens, built specifically for outdoor forecourt environments and connected directly to their associated fuel pumps. The integration between the dispenser and the screens allow the content to react in real time alongside the fueling journey, displaying highly relevant content from the moment a customer pulls up, including:
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Welcome and recognition messages – helpful information as drivers arrive and select their fuel grade.
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Engagement and relevance – Shell and third-party advertising is dynamically triggered during the fuelling session, tailored depending on location, the fuel type selected and a myriad of other factors gleaned from the various sensors on-board the unit
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Closure and reinforcement – a thank you to customers as the transaction ends, with signposting to Shell forecourt products and services.
The result is a fully context-aware digital channel that combines live dispensing data with targeted marketing and retail media content, creating a revenue-generating digital platform for Shell in a previously under-utilised area.
How we did it
Pixel worked closely with a UK-based specialist fabricator to design a unit that could safely and effectively operate in the challenging forecourt environment, where space is limited, weather is changeable, and the risk of impact to digital hardware is high.
Screens connect directly to the fuel dispensers using the proprietary dispensing protocol of the manufacturer, and allow for the delivery of real-time fueling data alongside targeted marketing messages. This approach ensures that each message displays at the right time during a customer’s fuelling process.
To make the screens truly context-aware, Pixel developed the system to combine multiple hardware and data inputs: pump data, proximity sensing, and, potentially automatic number plate recognition. This system is able to capture the vehicle’s plate as it approaches, then uses proximity detection and nozzle lift status to confirm presence at the pump. This data triggers highly targeted content delivery.
The technology
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Bespoke 32" outdoor rated display units with impact-conscious enclosure design
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Proximity sensor for vehicle detection at pump
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Context-aware content delivery driven by the various stages of re-fuelling
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Scenario-based scheduling within Content Management System
What now?
With over 10.3 million motorists reached annually, Shell now has a full operational, scalable, context-aware retail media channel embedded directly into the fuelling experience. We continue to provide 24/7 support and maintenance, and identify ways to evolve the network to ensure it remains robust, scalable and ready for future innovations.
