As part of the modernization project, the SPEED gas station in Laupheim was equipped with a comprehensive digital signage concept. The solution integrates the retail area, food and beverage offerings, and outdoor signage into a seamless digital customer experience.
In addition to traditional gas station services, SPEED offers an expanded concept featuring a shop, snacks, homemade cakes, and a modern seating area. This variety called for communication that was both flexible and clearly structured.
In the restaurant industry in particular, offerings needed to be quickly adaptable and presented in a visually appealing way. At the same time, customer engagement should begin even while the customer is refueling.
Wedeko, a brand of Bütema AG, developed a digital signage concept that connects indoor and outdoor areas. The goal was to engage customers throughout their entire visit—from the gas pump to the seating area.
The focus was on a combination of digital menu boards and outdoor displays, controlled via a central platform that enables simple and flexible content management.
Two digital menu boards, each consisting of three 49-inch displays, were installed inside the restaurant. The systems were seamlessly integrated into the curve of the counter, blending harmoniously into the interior design concept.
The menu boards present products, special offers, and promotional content in a clearly structured, dynamic display. Content can be easily customized and updated on short notice.
In addition, two 49-inch semi-outdoor displays were installed in the outdoor area. These displays inform customers about current offers and services while they are refueling.
The displays feature a high brightness of 2,500 cd/m², ensuring excellent readability even in direct sunlight.
All content is managed through the content management system, which allows site administrators to update content independently and without any technical expertise.
The digital solution ensures a consistent customer experience across all touchpoints. Offers can be flexibly customized and presented in a visually appealing way.
In the food service industry in particular, the digital display ensures clear communication and encourages spontaneous purchasing decisions. At the same time, centralized management significantly reduces the effort required to maintain content.
The project demonstrates how digital signage can effectively support modern gas station concepts that offer expanded service and food and beverage options. The integration of outdoor and indoor communication creates a consistent customer experience.
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