It turns out that the mechanisms like "Buy more - you will get a discount" are popular not only in Poland but also in France.

Orlen systematically introduces digital tools in order to display marketing message to its Clients at petrol stations.

Of course, it is cheaper and much easier to manage. Unlike for example from BP, which focused on TV in the interior of the station, Orlen introduced a set of display  in three places of contact with the Buyer:
1. A fuel dispenser - in addition in the best place, i.e. simultaneous displaying the amount and value of refueling. Absolutely every customer has to look at them. Both the quality and the place is much better than, for example, the solution from the Shell test stations, where there was a larger screen, but placed on a supporting column.
2. Display of transaction value at checkout.
3. Payment terminal.

Standing in front of the shelf with promotions in the store, we often see a resultant of 2 different approaches - Producer and Retailer.

From the Producer's side, the activities are planned by marketing and Trade Marketing, which form a calendar of activities for KAM, who in turn negotiates with the buyer of the Retailer.

Let's take a look at B2B marketing of the largest chain of convenience stores in Poland. By reading the latest offer of Żabka, many people even from corporations, will start to wonder if it is worth "earning" 15,000 PLN. Communication very timely, directly accentuating the amount to "earn", supported by the picture of Ms. Iwona, franchisee Żabka (testymonial).

For many years we have been talking about blurring the boundaries between the formats of stores and not only at the level of their offer or appearance. The same applies to private labels of chains that have their own marketing campaigns.