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.